Coffee found its way to Vietnam in 1857 when French missionaries brought the first seeds to this distant land. At first, it was merely an experiment, a colonial crop taking tentative roots in the northern hills. But it was not until the plant reached the Central Highlands and the Southeast that coffee truly came alive. The French may have introduced the bean, but it was the Vietnamese who gave it a heartbeat, nurturing, roasting, and brewing it into a ritual of daily life. Over time, coffee became more than a beverage, it became a quiet symbol of identity, creativity, and connection.
The word “Rêvê”, from the French rêve meaning “dream”, carries the lingering echo of that encounter between East and West, an era when foreign influence met local warmth and something uniquely Vietnamese emerged. In Vietnamese, the letter “Ê” feels like a friendly call, an invitation that is simple, sincere, and familiar. It is what we say to a friend, “Ê, let’s grab a coffee?” This shared sound between Vietnamese and French writing beautifully mirrors the intertwined histories of both cultures. It reminds us of the charm of places like Buôn Ma Thuột or the Êđê highlands, where coffee breathes with the spirit of the land and the people, rich, grounded, yet full of dreams.
For that reason, “Ê” was chosen as the soul of the brand, a symbol of connection that bridges the French dream and the Vietnamese soul, where every cup becomes a gentle reminder of warmth, friendship, and shared inspiration.
CREDIT
- Agency/Creative: Keey Studio
- Article Title: Keey Studio Captures Cultural Harmony in the Identity of Rêvê Coffee
- Organisation/Entity: Freelance
- Project Type: Graphic
- Project Status: Published
- Agency/Creative Country: Vietnam
- Agency/Creative City: Ho Chi Minh City
- Market Region: Asia
- Project Deliverables: 2D Design, Brand Architecture, Brand Creation, Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Mark, Brand Naming, Brand Redesign, Brand Refinement, Brand Rejuvenation, Brand Strategy, Brand World, Branding, Design, GIF Animation, Graphic Design, Icon Design, Identity System, Logo Design
- Industry: Food/Beverage
- Keywords: Le RêVê - Coffee Brand Identity
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Credits:
Creative Director: Keey
