Everyone's cup of tea
Phuc Long Coffee & Tea chain latest logo and identity
Phuc Long began in 1957 in Bao Loc, Lam Dong, a well-known tea area in Vietnam, and has progressively developed based on the skills passed down from father to son. After building many factories and engaging in the export of tea and coffee, they opened the first Phuc Long Coffee & Tea in Ho Chi Minh City in 2012 with the goal of creating a pleasant, inviting modern atmosphere where customers could enjoy the best quality, freshly brewed, ready-to-serve drinks.
As opposed to coffee beans, which are featured on the logos of many of its rivals, the emblem features a cup of tea. Even though Phuc Long's primary colors of white and green convey cleanliness and a sense of nature, but it still may be seen as weak point when compared to the worldwide powerhouse Starbucks.
The longevity of Phuc Long's success may be attributed to the company's ability to maintain a consistent brand identity. While consistency in store policies is maintained, local variations may be accommodated.
The success of this café was a game changer in Phuc Long's evolution, allowing it to become one of the few major Vietnamese brands to compete in the food and beverage sector. The chain now has more than 80 branches in Ho Chi Minh City, Binh Duong, Da Nang, Nha Trang, and Ha Noi.