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Highlands Coffee new logo and Identity designed by Happiness Saigon
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Simplifying the mountain coffee bean

Highlands Coffee new logo and Identity designed by Happiness Saigon

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Last updated on
January 13, 2023

Highlands Coffee was founded in 1999 out of a passion for Vietnam, coffee, and people. They began by packaging coffee items in Hanoi and have since evolved to become a well-known coffee chain and a big brand name with over 500 stores both locally and globally. By the end of 2022, and with the help of Happiness Saigon, Highlands Coffee refreshed their brand visual identity and the logo, signaling a substantial transformation after 23 years of establishment and growth with a new community-driven slogan, "Highlands Coffee® Is Ours."

Changing the look of Highlands Coffee's logo

The inspiration for the new, updated logo came from the classic version. Whether viewed up close or far away, the oval-shaped emblem and the inside coffee bean symbol with a mountain and river remain unchanged. This well-known logo, however, has been updated with a minimalist design that conveys a sense of openness, modernity, and friendliness without being overbearing. Furthermore, the previously red, brown, and golden brown brand colors have been simplified to just red. The brand's constant participation in the local community is represented by the logo's adaptability against different background colors, which is aided by the transparent background.

The evolution of Highlands Coffee's logo over time
Highlands Coffee cups now features the new logo

Together with refreshing the brand identity, Highlands Coffee aims to express the “Highlands Coffee® Is Ours” message, which is centered around the four-pillar value system: Passion - Love - Respect - Support.

Highlands coffee

Highlands Coffee key visual designed by Happiness Saigon

Well, we brought Highlands back where they belong: to the communities they exist in.A new brand message “Highlands is ours” was born, inspired by a famous lyric that every Vietnamese knows: “This Earth is ours”. From that, we refreshed the entire brand identity from stores to packaging, making sure the community contributes each step of the way.

Highlands Coffee case study

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Highlands Coffee

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Brand name
Highlands Coffee
Sector
Coffee Shop Franchise
-
Café and Drinks
Founded year
1999
Origin country
Vietnam
Project context
Rebranding
Release date
November 2022
brand primary colors
Design by
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Highlands coffee Case Study

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