Customers who pay extra for the beans want to know where they come from.
Specialty coffee sells on the growing region, the roaster and the brewing method, but origin stories tend to sound alike. Sinh Vũ makes your bag tell what only your roastery has.
Three things: a story that belongs to the roaster, an easy-to-read bean information card, and a bag you recognize on the shelf and in the hand. Specialty coffee gets chosen because customers understand what they are paying for.
Not just the growing region but the roaster and the reason for roasting this way.
Region, processing, flavor and brewing method in order, readable in a few seconds.
You can tell whose bag it is at a glance, even once it is in the basket.
Roasteries, specialty beans and drip bags are chosen by different buyers.
Their customersCustomers who buy at the roastery or follow the roaster online, following the style and the people.
Brand challengeA face of the roastery's own, so people remember the roastery's name and not just the name of one bean.
Their customersDiscerning drinkers who read the information about region, processing and flavor.
Brand challengeTell the region and the flavor clearly while keeping the bag clean, without a clutter of text.
Their customersBuyers who want convenience, a gift or something for the office.
Brand challengeBring specialty coffee to people who don't brew, in a box attractive enough to give.
These are the places specialty coffee loses customers that the quality of the beans can't rescue.
Every roaster talks about highlands, clean beans and passionate roasting, and customers can't remember which one they heard.
Choose something only you have (the roaster, how you select beans, your reason) and tell it through real detail.
Start from this problemCustomers compare it with an ordinary bag of coffee and only see the higher price.
Show customers what they get: the region, the flavor, the brewing method, in language they understand.
Start from this problemRegion, processing, roast level and flavor are all crammed into one block of tiny text.
Lay it out as a short ordered table, prioritizing what helps customers choose.
Start from this problemA new bean means a new bag, and your shelf looks like it belongs to several roasteries.
One shared bag frame, with each harvest changing only the bean name and a few details.
Start from this problemAt the Choose stage. Customers pick up the bag, read the information card and decide whether to pay extra.
Touchpoints are the places where customers see, touch or hear about the coffee. These five decide whether customers come back to buy.
What customers pick up and keep in the kitchen every week.
They give customers a reason to pay extra.
Where customers see the craft and taste before buying.
Coffee is often given as a gift, so the box sets the first impression.
Customers who order remotely have only photos and words to trust.
In the order Sinh Vũ suggests doing them. A new roastery can stop at step three and be ready for the shelf.
Choose what only your roastery has, before drawing anything.
Name, mark, colors and type: the foundation for bags and the counter.
Bags, bean information cards, drip bags and gift boxes.
Photos of the growing region, the roastery and the beans for bags and sales pages.
Once you launch many beans: guidelines so every bean follows the frame.
Sinh Vũ has not published a roastery or specialty whole-bean project. The two below are the closest: a delivery-focused café, and tea told from where it grows.
Moon Coffee Bean delivers coffee, the person pulling the shots is a fourteen-year-old learning to run a real business, and the customer has never met her…
A brand mark, a pattern system and takeaway packaging for a café: a way to make a coffee brand recognizable.
2018Hasmony is heritage tea from ancient tea trees hundreds of years old on the slopes of Suối Giàng, Yên Bái. As co-founder and creative director, Sinh Vũ built the positioning, identity…
Ancient-tree tea told from the Suối Giàng region without the cliché: a way to tell a growing region that stands apart from similar stories.
The principles behind it
It should state the region, the processing, the flavor and the brewing method, in order so shoppers can choose quickly. The mandatory text on a goods label needs space planned from the start.
Goods sold on the domestic market must carry, in Vietnamese, the product name, the name and address of the responsible organization and the origin, plus mandatory content specific to each product group (Article 10 of Decree 43/2017/ND-CP, as amended by Decree 111/2021/ND-CP). The design should leave room for this from the start.
Tell it through real detail: the growers, the picking season, how the beans are selected, why the roaster chose them. Real detail is hard for another roastery to repeat.
Not yet. The minimum is a name, a mark, colors, a bag and a bean information card. Do the rest when the roastery expands.
Polished, compact, with a short story inside the box. A gift box is where people who don't know the roastery meet the brand for the first time.
A few lines about the product, where you sell it and what is holding you back is enough. Sinh Vũ reads it and replies within one working day.