The SOUL Coffee journey is created by those dreaming to bring the high-quality robusta coffee to people. Instead of searching for the best coffee taste out there, their approach is to focus on how to make coffee properly. 

The process of making the coffee should be followed precisely; from planting to harvesting, from roasting techniques to making a perfect cup of coffee. The SOUL Coffee is not only selling the finest products, but also inspiring those coffee enthusiasts with the rich and well-preserved coffee flavours. Little by little, SOUL brings the soul-of-coffee into every single cup served.

In order to create the new unique look-and-feel for the new packaging design, we have decided to create a series of illustrations that help associating the brand SOUL with its origin, Buôn Ma Thuột (Highland Vietnam). The soul of the local nature is really the soul of the brand.

The visual illustrations help the brand to tell its story without saying much in words. As the brand evolved, the visual has also expanded; referencing from nature to the people experiencing the brand everyday; a soulful barista, a passionate person that comes to enjoy a quality cup of coffee, friend and family etc.. All are the soul of the SOUL.