Journey to find quality
Ha Chuc Cascara Tea new logo and visual identity
In 2021, Minh Tien Coffee ventured into a new product category with the launch of Ha Chuc Cascara Tea. This move signaled a focus on innovation and sustainability, leveraging a previously underutilized byproduct of coffee production – the coffee cherry husk. By doing so, Minh Tien Coffee aims to reduce waste, create additional revenue streams for coffee farmers, and introduce a unique and healthful beverage to the market.
The Ha Chuc Tea brand centers on themes of health, purity, and sustainability. Their core values are evident in their "5-no standard" (no preservatives, coloring, genetic modification, flavoring, or refined sugar). The narrative is all about the transformation of a humble coffee byproduct into a unique and beneficial beverage, aligning with a growing desire for natural, ethically sourced products.
They position themselves as a premium, niche offering within the tea market. It targets health-conscious consumers who appreciate innovative and sustainable products, along with those who have a taste for tradition and sophistication. The tea's unique origin story, focus on quality ingredients, and sophisticated flavor profiles differentiate it from mainstream tea brands.
Ha Chuc Cascara Tea's brand identity blends tradition and innovation. Their serif logo with triangular edges evokes a sense of classicism and strength, reflecting the brand's values. Well-crafted illustrations of various botanicals highlight the natural ingredients and distinct flavor profiles.
The use of classic Asian tea sets, traditional fabrics, and a rich, earthy color palette with dark greens and browns reinforces a sense of heritage and timelessness. These visual choices communicate a desire for a calming, introspective tea experience rooted in both purity and a touch of luxury.
Ha Chuc Cascara Tea's brand identity weaves a narrative of heritage, innovation, and wellness. The traditional visual elements, focus on naturalness, and sophisticated details convey a premium experience rooted in time-honored practices. The brand's success will likely depend on its ability to educate consumers about the unique nature of cascara while emphasizing its commitment to quality and the luxurious yet grounded sensory experience it offers.
