Bringing coffee enthusiasts together
Minh Tien Coffee shop new logo and visual identity X Bratus
Minh Tinh Coffee Shop represents a significant chapter in the narrative of Minh Tinh Group, offering a tangible experience of the brand's journey from bean to cup. The first coffee shop under the Minh Tinh brand opened in 2016, marking a modest beginning. However, after the Minh Tinh Group's brand transformation in 2019 with the help from Bratus team, the new Minh Tinh Coffee Shop emerged as a more refined embodiment of the brand's ambition.
This revamped coffee shop not only serves as a haven for coffee enthusiasts but also bridges the gap between coffee lovers and growers, narrating inspiring stories of the beans' origin and fostering a community of coffee connoisseurs.
Rooted in the desire to convey original values and happiness right from where the coffee beans are cultivated, Minh Tinh Coffee Shop embodies the motto "bringing happiness from the farm to the cup."
This ethos is reflected in every aspect of the coffee shop's operation, from its choice of location in Hanoi's bustling Old Quarter, a hub for foreign tourists and locals alike, to its mission of connecting farmers, partners, and consumers in a harmonious blend of happiness and community engagement.
Strategic foresight and imaginative vision are evident in the transformation of Minh Tinh Coffee Shop under the control of Bratus's cohesive branding system. The visual identity of the coffee shop, while retaining the core elements of the parent brand, introduces a subtle yet impactful differentiation.
The adoption of a golden-yellow hue, reminiscent of the green coffee bean, sets it apart from the signature green color of Minh Tinh Group, yet maintains the consistency of the brand through the logo, typography, and other visual identity elements.
Every brand touch point has been thoughtfully designed to create a harmonious brand experience. The signage and wayfinding signs, with their elegant and clear design, direct customers through the coffee shop's journey.
Menus, table numbers, coasters, and cups are all meticulously designed to carry the brand's identity, with subtle references to the highlands where their coffee journey begins.
This branding is more than mere decoration; it's a narrative, telling the story of Minh Tinh's commitment to quality and craftsmanship. The aroma of freshly brewed coffee, the feel of the wooden furnishings, and the appealing layout further enhance the sensory experience, making a visit to the coffee shop more than just a passing encounter but rather a lasting memory that captures the spirit of Minh Tinh.
The barista uniforms, meticulously designed in rich coffee brown, resonate with the warm and inviting atmosphere of the coffee shop. These uniforms, while echoing the tones of roasted beans, are adorned with green name tags in the shape of coffee tree leaves, adding a touch of nature's elegance.
This thoughtful choice in attire transcends functionality; it becomes a symbolic representation of the brand's connection to the earth and its produce. The baristas, in their carefully curated uniforms, become storytellers themselves, embodying the journey from bean to cup and reinforcing the coffee shop’s commitment to authenticity and sustainability.
The interior of Minh Tinh Coffee Shop is a tapestry of stories, each corner artistically curated to reflect the brand's journey and ambition. The walls adorned with imagery of the lush coffee fields, and the shelves displaying a range of products from sister brands like Coffilia, create an immersive experience. The layout of the shop, with its cozy nooks and communal tables, encourages conversations and connections, not just between coffee lovers but also with the brand's rich heritage and future aspirations.
Every element in the coffee shop is a testament to Minh Tinh Group’s seeking to be positioned as a market leader, a brand that not only serves coffee but also serves a story of passion, dedication, and a commitment to elevating the coffee experience for all.
All in all, Minh Tinh Coffee Shop is more than just a place for savoring coffee; it's a destination where the brand's narrative comes to life, engaging customers in a multisensory journey that epitomizes the group's dedication to excellence and community. It stands as a physical embodiment of Minh Tinh Group's journey, showcasing its commitment to quality, sustainability, and the joy of sharing the perfect cup of coffee with the world.
Credits:
Brand Strategy: Jimmi Tuan | Project Manager: Hien Nguyen | Creative Director/Brand Designer: Jimmi Tuan | Data Collect: Alex Dang | Senior Designer: X-Hoang, Nam Nguy, Si Tran, Duc Bui, Alex Dang | Showcase/3D Animation: Si Tran, Le Quy, Nam Nguy | Story Board: Jimmi Tuan | Identity Film Motion: Si Tran, Le Quy, Khoa Nguyen | Photography: Marc Tran / Maki Studio
