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Highlands Coffee Vaaang Robusta
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Illustration
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Rice created the name “Vaaang Robusta” and amplified the release with swirling, high-energy typography and a spirited shoot with photographer Mắt Bét, capturing the surprise, delight, and occasional “huh?” moments of first sips. The identity echoed the coffee’s resonant character and wine-like depth, standing as both a proud nod to origin and a bold signal of Vietnamese coffee’s future on the world stage.
Launched as a full campaign, Vaaang Robusta swept across Highlands’ channels—from in-store activations and packaging to digital, social, and outdoor media. The bold naming, expressive visuals, and unfiltered photography built a unified story that stopped customers in their tracks and sparked conversation online. For a fleeting release, the impact was lasting: an experimental coffee that became a cultural moment, further cementing Highlands’ role as the brand leading Vietnam’s coffee into the future.
Client: Highlands Coffee
Scope of work: Visual Identity
Project team
Creative Director Joshua Breidenbach
Design Director Tien Nguyen
Designer Duy Nguyen
Brand Strategist Khoi Pham
Project Manager Khanh Nguyen
Photographer Mắt Bét
On-set Producer Minh Thu Bui
Hair & MUA Phuong Diem Tran
Food Stylist Phuong Uyen Team
Barista Hoang Qui
Latte Art Giang Le
Lighting Maxx Lighting By Tri Le, Bao Nguyen
Studio Hello Studio
Models Kittyologie, Hươu Anh, Dang Khoa
Highlands team
Chief Marketing Officer Vinh Le Van
Head of Coffee and Manufacturing Christopher Jordan
Product Marketing Manager Thang Tran
Coffee Content & Education Kim Tran