The Soul Specialty Coffee journey is created by those dreaming to bring the high-quality robusta coffee to people. The brand strategy is not to search for the best coffee taste out there, however their approach is to focus on how to make coffee properly. In order to deliver the highest quality product to their consumers, the process of making the coffee should be followed precisely; from planting to harvesting, from roasting techniques to making a perfect cup of coffee. It is not just how to be the best, but more of how to do it right.

The Soul Specialty Coffee is not only selling the finest products, but also inspiring those coffee enthusiasts with the rich and well-preserved coffee flavours. Little by little, Soul brings the soul-of-coffee into every single cup served.

To create the new unique look-and-feel for the new packaging design, we have decided to create a series of illustrations (inspired from nature) that help associate the brand Soul with its origin, Buon Ma Thuot (Highland Vietnam). Strong, solid, and sharp edge illustrations are quite fitting into the brand, creating this strong, firm, positive brand tone. The soul of the local nature is really the soul of the brand. A colour system is introduced to categorize different types of coffee; from Traditional to Specialty.

This new visual illustration has become the new identity, the new voice of the brand, not just giving the brand the new fresh look but also trying to tell the story about the land where the finest coffee crops come from. As the brand evolved, the visual has also expanded; referencing from nature to the people experiencing the brand everyday; a soulful barista, a passionate person that comes to enjoy a quality cup of coffee, friend and family etc..