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KOI Thé new logo and visual identity
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KOI Thé
latest identity
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Founded in 2016 as a sibling brand to KOI Café, KOI Thé a well-known name in Vietnam, established over 50 locations across major cities. By consistently offering authentic Taiwanese milk tea experiences, KOI Thé quickly gained its own distinctive niche in Vietnam's competitive bubble tea market. In 2023, KOI Thé undertook a significant rebranding initiative to refresh its visual identity, aiming to better align with modern design trends and communicate the business philosophy that reflects KOI’s commitment to professionalism and constant innovation.
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In Japanese, the term "Koi" means "little brilliance" and symbolizes purity, reflecting the brand's dedication to high-quality and authentic experiences. KOI Cafe Group originated in Taichung, Taiwan, with its first establishment, KOI Café, established in 2006. Initially focusing on coffee, KOI Café aimed to delight customers worldwide with premium drinks. In 2016, the group strategically introduced KOI Thé, highlighting its distinct focus on tea, as underscored by the addition of "Thé," the French word for tea, differentiating it from the coffee-centric approach of KOI Café.
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