With a focus on natural imagery — of the Vietnamese mountains and topography where the coffee is grown — we created this sense of whimsy and wonder at the far flung provenance of these beans, transporting prospective customers to distant lands. Compounding this is the rationale behind the product names — Explorer, Lucid Dreamer, Philosopher — the desire to conjure a state of wanderlust and inspiration in whomever engages with the brand.

We wanted people to fall in love with the lands that birth this coffee, and the communities that make it — hence the ‘hand’ imagery, which is loaded with connotations of togetherness, collaboration, connection and welcomes. Hands are shaken in agreement, waved in goodbyes, kissed in greeting, once upon a time.