Trăm pHần Chăm Coffee – Cultivating Dedication in Every Touchpoint

Project Overview:

Trăm Phần Chăm is a coffee brand originating from Thanh Hóa, Vietnam. Its name is a unique Vietnamese wordplay representing a 100% commitment to quality while celebrating the spirit of “Chăm” – “Hard working”. This reflects dedication in every process, attention to detail in each product, and care in every customer touchpoint.

Logo Concept:

Inspired by nature and driven by connection, the brand expresses its core values through a meticulously crafted logo symbol. The overall design evokes the image of a bee, a creature symbolizing diligence, discipline, and community. Its wings are stylized as leaves to create a seamless harmony between life and nature.

The symbol is built from geometric modules where each shape carries its own independent meaning. Notably, a chatbox element is integrated to represent communication, sharing, and sustainable connection within the community. The total structure is inspired by the “percent symbol” – “%”, reflecting balance and the brand’s promise to deliver products and services at a complete 100% standard for every customer.

Color System:

The color system is derived directly from the product where the creamy yellow of cream and the rich brown of coffee create a warm and approachable palette. Cream acts as the primary color to convey brightness and purity, while coffee brown adds depth, balance, and reliability. Complementary accent colors are used to bring energy and a youthful spirit to the brand. Overall, the palette is both organic and refined, aligning with a brand identity focused on user experience and emotion.

Visual Elements System:

The Visual Elements System is developed from the logo’s core structure, forming a flexible yet consistent identity across all touchpoints. Rounded shapes act as key modules to build patterns and graphic layouts. Through repetition, scaling, and transformation, these forms create a sense of movement and visual depth that reflects connection and sustainable growth. These elements can be applied to various scales, from small icons and labels to larger compositions, while maintaining a cohesive visual DNA.

Mascot and Illustration:

The Mascot and Illustration system features a hand-drawn, raw style to create an authentic and approachable feel that resonates with the brand’s rustic spirit. The bee mascot carries friendly and cheerful expressions to enhance the emotional connection with customers. Its wings are derived from the logo to ensure consistency across all brand touchpoints. Supporting elements like coffee cups and pastries are illustrated in an exaggerated style, adding liveliness and storytelling to the overall brand experience.

Conclusion:

Trăm Phần Chăm aims to create a space that brings people closer. It is a destination where individuals can care for themselves, connect with others, and cultivate a more balanced daily life through dedication and shared progress.