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Work — Forever Spring Boutique JSC · BFS Studio, Ho Chi Minh City

10Vill Coffee— Brand Identity

Client
Forever Spring Boutique JSC
Industry
Food & Beverage
Services
Brand IdentityPackaging DesignProduction
Origin
Hamlet 10, Nghĩa Trung, Đồng Nai
Year
2025
Credits
BFS Studio
The 10Vill gift chest lit on a plinth, the gold arch mark glowing on its open lid
( 01 )

THE BRIEF

Vietnam is one of the largest coffee exporters on earth, and almost all of that volume leaves the country anonymous — sold by the tonne, re-branded elsewhere. A producer brand starting from a hamlet inherits none of that scale: no equity, no visual language, no reason for anyone to pay a specialty price. Three intangibles had to become legible at once — provenance, science and craft — inside a system elastic enough to hold a 250g bag, a gala stage and a ten-chapter website without losing its centre.

( 02 )

WHAT WE DID

The number 10 already belonged to the brand twice over — Hamlet 10, and, in Eastern numerology, the figure of completeness. We made it belong a third time: ten sensory dimensions of a complete cup, drawn as a Flavour Compass a farmer, a roaster and a buyer can all read the same way. Around it came the line Thập Vị Tinh Hoa, a single-line arch mark, the full guideline system, a three-tier packaging architecture, the brand film, the launch event and a ten-chapter website.

( 03 )

OUTCOME

Delivered as one system — mark, type, pattern, packaging architecture and launch film — and carried into production for the full 2025 range.

( 04 )

THE WORK

The lake and forest at Nghĩa Trung before sunrise, seen from the air
Nghĩa Trung at dawn — where the brand begins
A handful of red basalt soil held above the ground, on the brand website
Red basalt soil — the origin argument of the brand
The Flavour Compass wheel drawn in gold over a photograph of red soil, on the brand website
The Flavour Compass — interactive on the brand website
Guideline artboard — a ten-segment wheel with each sensory dimension defined around it
Ten sensory dimensions, defined in the brand guidelines
The 10 VILL arch mark in full colour, centred on a cream guideline page
Primary mark, full colour
The mark on its construction grid beside the Thập Vị Tinh Hoa lockup
Construction grid and the Thập Vị Tinh Hoa lockup
Six versions of the mark across cream, gold and brown fields
Logo versions across colour and material
  • Deep roast#5B2000
  • Roasted brown#742D01
  • Marigold#FB9400
  • Clay#8E3809
  • Terracotta#B75727
  • Gold foil#C9A24A
Master and secondary colours

Thập Vị Tinh Hoa

A premium earned by balance, not by strength

Lemande Bold carries display: a high-contrast serif with enough weight to read as heritage without tipping into nostalgia. SF Pro Family carries everything that has to work — body copy, labels, technical specifications, bilingual EN/VI running text with full diacritic support.

Lemande — display typeface
The arch unfolding step by step into a repeating ridge-line pattern
Pattern derivation — from mark to ridge line
The ridge-line pattern running along a counter front and wrapping a coffee canister
Pattern in application — counter, canister, packaging
Three coffee bags side by side — Classic Blend, Premium Blend and Export Signature
Three tiers — Classic, Premium, Export Signature
Product key visual — the wooden chest open between two gift boxes under warm light
Product key visual
The gift set laid out on a plinth — chest, canister, bags and a cup
The gift system in use
A strip of stills from the brand film — landscape, hands on the slope, ripe cherries, the cupping table
Selected frames — land, people, R&D, the cup
The launch gala from the back of the hall, the stage lit red under a wide LED wall
Brand launch & R&D Center inauguration gala
The arch mark revealed across the full thirty-metre stage in white light
The mark revealed at 30-metre scale
The R&D Center mural — the whole harvest painted as one continuous landscape
R&D Center mural — the harvest as one continuous landscape
Website chapter one — a coffee cherry in close-up under the line The dream begins with the land
Chapter 01 — The dream begins with the land
Website chapter six — the gift chest presented as one of the range masterpieces
Chapter 06 — 10Vill Coffee masterpieces
( 05 )

FILM

Next An Cựu Galleria
( 06 )

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An Cựu Galleria case study cover An Cựu Galleria An Cựu Galleria Branding — Positioning & Naming
( 07 )

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