Highlands Coffee new logo and Identity designed by Happiness Saigon

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."

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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.

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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

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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.
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Highlands Coffee case study

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