“Mood coffee and tea” is a coffee and tea brand made to serve the needs of today’s youth. Coming to Tree, the brand hopes each customer who comes to “Mood” will enjoy drinks filled with flavors that bring many different emotions.

Challenges
To express the project implementer’s ideas of constantly updating the variety of drinks, and creating a constant feeling of freshness for customers. “Mood” must “put on” a new space filled with many different emotions from synchronizing images in publications to the brand identity characteristics in the restaurant’s decor.

Solutions
Tree took inspiration from the brand name “Mood” to build an identity that shows various emotional states, while mainly using a system of circles and curves to develop the Icon set based on images of kitchen tools and fruits – essential ingredients in the process of preparing drinks.
In the logo, the two “o”s are reimagined into the image of “eyes” – where all levels of emotions are present. At the same time, reimagining the “o”s also expresses the distinct identity in the brand story. From a different perspective, combining the “leaf” with the letter “o” gives a familiar image of fruits, bringing a feeling of freshness that stems from nature and showing the brand’s commitment to using natural ingredients.
From a diverse set of emotions combined with yellow and blue tones, a distinctive pattern and identity were created that is directly applied to the restaurant’s decor, bringing a sense of relaxation to a cozy space.

Results
Building a complete identity set with its personality and making a mark in the F&B industry in the Vietnamese market. Mood has made strides in expanding its base of operations, demonstrating the power that comes from effective visual communication.