Highlands Coffee wants to do more than just serve the drink, as the brand also wishes to enrich human connections and social togetherness, to be a hub of the community while staying loyal to the brand’s founding ideals.
November 23, 2022 – Born out of the pure passion for Vietnam after 23 years of founding and growth, Highlands Coffee has recently refreshed its logo and unveiled the new brand promise “Highlands Coffee® Is Ours”.
The newly refreshed logo still keeps the essence of the original one. From afar, the two oval-shaped curves, inspired after the coffee bean’s shape, are kept intact. The inner image: mountains, rivers and deltas are stylised as a metaphor for the fertile Vietnam’s highlands. Familiar as it is, this ensemble has been simplified in minimalism, which subtly inspires modernity, openness and friendliness. Furthermore, the logo’s composition illustrates the Yin/Yang – Wuxing philosophies from Eastern cultures, defining the harmonious blend of Vietnamese cultural heritage with modernity and Highlands Coffee’s rhythms of modern life.
Another new feature in this transformation lies brand color, which turns into a single red color on a transparent background. Red color reflects patriotism, the essence of the nation, the passion for coffee heritage as well as the spirit of “Devotion” in serving customers, while still evokes the feeling of friendliness, caring, commitment to the community. The transparent background of the new logo helps create a sense of flexibility against various background colors, representing the brand’s integration with the community.
Together with refreshing the brand identity, Highlands Coffee aims to express the “Highlands Coffee® Is Ours” message, which is centered around the four-element value system: Passion – Love – Respect – Support. Such values are tactfully embedded in the campaign’s key visuals, with the coffee bean symbolizing the passion for Vietnam’s coffee heritage; the colorful cup for respect towards diversity in communities; the green heart for love; and the arms for the mutual support.
“The modern world opens up opportunities for us to acquire knowledge and express who we are. However, I believe that connectedness and a sense of belonging to a community is always has a place in every Vietnamese. Thus, by the new brand promise “Highlands Coffee® Is Ours”, we want each Highlands Coffee store to become a space dedicated not only to serving coffee; rather to become a hub that foster interation through common passions, interests or simply a shared love for coffee, tea and delicious cakes.” said Mr. David Thai.