Soul Fine Robusta has relaunched its SOULFUL coffee collection, and we had the privilege of redesigning the labels for their exceptional products. Drawing inspiration from the people, landscapes, and vibrant culture of Vietnam’s Central Highlands, we crafted a series of hand-drawn illustrations that seamlessly complement their new offerings. Each label tells a unique story, celebrating the rich heritage and soulful journey of fine Robusta coffee.
The Journey
Our trip to the coffee farms of the Highlands was an inspiring experience that profoundly shaped our creative process. Witnessing firsthand the meticulous care and dedication involved in planting, nurturing, harvesting, and processing coffee beans was truly eye-opening. We documented every detail, immersing ourselves in the vibrant landscapes, the hardworking farmers, and the intricate processes of coffee production. This firsthand experience became a wellspring of inspiration, not only providing creative material but also instilling a deeper appreciation for the craftsmanship behind each cup of coffee. More than a visit, this journey was a poignant reminder of the beauty and effort embedded in every stage of coffee production.
The Soulful Collection
With the relaunch, Soul Fine Robusta introduces the new name “SOULFUL,” signifying an exciting new chapter for this esteemed brand. The collection features distinctive label designs, each meticulously crafted to celebrate the essence of the brand. Every illustration is hand-drawn with colored pencils, capturing the artistry and soul behind the coffee. These intricate drawings are then carefully photographed to ensure their high-quality reproduction on the labels.
The collection comprises four unique illustrations, each representing a specific coffee style: Vietnamese Phin, Espresso, Cold Brew, and Brewing. Together, these visuals narrate the journey of cultivating and crafting fine Robusta coffee while honoring the rich culture of Vietnam’s Central Highlands: (1) Vietnamese Phin (Red Tone): Depicts coffee farmers picking ripe cherries, embodying the harvest season’s energy and vitality. (2) Espresso (Yellow Tone): Highlights farmers drying coffee beans, a crucial step in the post-harvest process. (3) Cold Brew (Blue Tone): Features an elephant, a beloved symbol of life in the Highlands, evoking the region’s charm and identity. (4) Brewing (Green Tone): Showcases traditional Cồng-Chiêng dancing, celebrating the vibrant cultural heritage of the Highland communities.
Each thoughtfully designed label enhances the collection’s aesthetic appeal while forging a deeper connection between the consumer and the coffee’s origins. Through these designs, every cup of Soul Fine Robusta becomes a journey back to the Highlands, where dedication, tradition, and passion converge to create something truly extraordinary.
With the SOULFUL collection, we aim to bring the stories of the Central Highlands to life—honoring its people, culture, and the craft behind every bean. Each label not only elevates the product but also serves as a heartfelt tribute to the soulful journey of Soul Fine Robusta coffee.
