Brand Identity Category: Brand Designer Client: QTM Coffee

QTM Coffee is a premium coffee brand located in District 7, capturing the rustic charm and refined spirit of Vietnam’s Central Highlands. The brand offers three signature lines: Arabica, Robusta, and a blend of Arabica–Robusta, each with its own unique character. Their beans are often likened to the "black pearls" of Đắk Lắk, authentic, and poetic, much like the highland soil they grow in. Every cup tells a sensory story, offering a taste of the land’s raw beauty and cultural depth.

As a Brand Designer, I was responsible for shaping the artistic direction of QTM Coffee, from visual concepts to the overall brand mood. Together with Ngân Hồ, a fellow Brand Designer, we collaborated on crafting the logo, defining the color scheme, and building the brand’s visual identity. We co-developed the visual and brand guidelines, ensuring consistency across all touchpoints while capturing the premium, local essence of the brand. The identity was designed to reflect the soul of Đắk Lắk through every visual detail.

Inspired by a mastery style, we used deep blue as the main color, symbolizing depth and strength. The logo features the Lạc bird, a symbol rooted in the gong culture of the Central Highlands. This blend reflects local spirit through a modern lens. Every detail contributes to a unique and meaningful visual identity.

Inspired by the Art Deco style, the packaging features delicate hand-drawn designs combined with distinctive Indochine patterns. This blend creates a look that is both classic and modern, reflecting the brand’s refined and elegant mastery identity. The packaging is more than just a container—it’s a piece of art that conveys a rich cultural narrative.