Transmitting an Emotional Brand Experience for Vietnamese Coffee

Transmitting an Emotional Brand Experience for Vietnamese Coffee / World Brand & Packaging design Society

Ian Wallace - Bình Minh Coffee

" Binh is the name of a special and pacific coffee producer in the "Land of Dreams", Vietnam. A producer that transmits its emotions through coffee, generating a memorable experience.

Bihn is an invitation to enjoy life, to favour the wonders that Vietnam offers both in its gleaming sunrises in the mountains and its warm sunsets between rivers and lakes. This is the real meaning of life: to enjoy the simple things that nature gives us accompanied by a magical coffee, achieving a perfect sensation.

A new wonderful experience every day.

Nowadays there are many coffee producers. But which producers are able to transmit an experience through the magic of coffee? Living this moment each morning I felt a very special connection when drinking coffee, experiencing the essence of the mountains' chromatic sunrises and the presence of local elephants heading down through humid rocks and abundant vegetation. At the end of the day, with the sun going down between lakes, the sunsets in Vietnam gave warm moments and deep sun reflections in the water, where the local men sailing their canoes helped create a memorable atmosphere.  

Bihn wanted to create an experience beyond coffee production. In the same way, with its packaging design, Bihn wanted to create a concept to stand out amongst competitors and that totally connects with human emotions. Here is where Bihn's coffee's new experience is truly born, in its magic sunrises and sunsets.   

Every day is a new beginning, a new experience, new colours, textures and smells. How to capture and reflect all these daily changes in a pack of coffee? I'm unable to choose only one colour for the packaging because everybody would see the same every day. How to bring down the sky and hold it in your hands?

This is the reason I immersed myself in holography, developing a creative packaging piece that shows thousands of colours in each different shape according to the angles in an original way. A packaging that changes its colour palette all the time, exactly as the sunrise and sunset in nature. Today you won't see the same colours you saw yesterday or that you may see tomorrow. Packaging that reflects in its colours the morning's generative sun and the warm sunsets.

A rice paper texture was used for the label; a classic element from Vietnam, enhancing the concepts of local and natural. A premium signature brand was developed for Bihn as well as coffee names for binh Minh -sunrise- and Hoang hon -sunset-. The illustrations and part of the text were developed in high relief and with a translucent varnish to highlight the detail and finesse of the product. In the bottom part of the packaging, a high relief of the Binh brand was used, giving it a touch of minimalist sensibility and respectful of the essence of the coffee master. Each detail tells a story in the design of this pack.

This design brings a unique and emotive moment, where a personal connection between soul and nature is generated.

A design that can be smelt, heard and felt."

Transmitting an Emotional Brand Experience for Vietnamese Coffee / World Brand & Packaging design Society
Transmitting an Emotional Brand Experience for Vietnamese Coffee / World Brand & Packaging design Society
Transmitting an Emotional Brand Experience for Vietnamese Coffee / World Brand & Packaging design Society

Design Agency: Ian Wallace
Brand / Project Name: Bình Minh Coffee
Project Type: Corporate Brand Creation
Design Deliverables: Corporate Brand Experience, Corporate Graphic Design, Consumer Brand Experience, Consumer Graphic Packaging Design
Location: Chile
Market Country: Vietnam
Market Region: Asia
Project Type: Agency Commercial / Published
Project Category: Food
Consumer Packaging Format: Bag
Substrate / Material: Plastic