Phin
ROLE: Graphic Designer
SCOPE: Graphic Design, Poster Design, Packaging Design, Branding
TOOLS: Illustrator, Photoshop
DURATION: 4 weeks
Overview
Phin draws inspiration from the timeless elegance and precision of the traditional Vietnamese phin filter. What began as an infographic poster design exploring the essence of Vietnamese coffee culture evolved into a deeper journey to understand its heart and soul. This project unfolded with thoughtful care and attention to detail. The result is a brand that celebrates the bold, authentic flavors of Vietnam, delivering a personal coffee experience through the box kit that honors tradition and embodies the richness and vibrancy of its heritage.
Creative Process - Infographic Poster
Research and and Inspirations
The creative process began with in-depth research to understand Vietnamese coffee from a broad perspective, exploring its background, cultural significance, and economic impact. I gathered insights on the target audience and analyzed the gap in existing infographics, as there are few focused specifically on Vietnamese coffee. This research laid the foundation for creating a visually engaging and informative poster that celebrates Vietnamese coffee while addressing the lack of comprehensive resources online.
Thumbnails
Developing a Concept
In the second stage, I focused on developing a concept that blended a traditionally modern aesthetic with a rustic charm. Drawing inspiration from coffee stain patterns, I experimented with layouts that evoked the warmth and authenticity of Vietnamese coffee culture. My sketches incorporated a mix of hand-drawn illustrations and high-quality images to create a dynamic, visually engaging design. This approach aimed to bring the story of Vietnamese coffee to life while maintaining a cohesive and appealing visual style.
Design
Digital Compositions
In the third stage, I transformed the ideas from concept sketches into a cohesive digital design. I utilized a warm, earthy coffee-toned color palette to reflect the essence of Vietnamese coffee culture. The typography combined sans-serif and serif fonts for a balance of legibility and friendliness, ensuring the design was both educational and visually inviting. Every element, from the layout to the illustrations, was carefully crafted to immerse viewers in the world of Vietnamese coffee while delivering an engaging and informative experience.
First Draft
Infographic Poster - Brand Guide
Refinement
Final Design
In the final stage, I brought the infographic to life by incorporating refined details and textures. The map of Vietnam was designed with an embossed 2D effect, featuring line art that highlights various regions, their unique scenery, and what they’re known for. To enhance authenticity, I added real coffee stains as visual elements, giving the poster a tactile, rustic feel. The layout was further polished for clarity and balance, and a key was included to help viewers better understand the brewing methods. These final touches created an engaging and informative design that celebrates Vietnamese coffee culture.
Package Design - Stage 1
Research and Inspirations
The research phase for the kit started with exploring existing coffee box kits to understand their offerings, designs, and target audiences. I focused on kits that included essential elements for an authentic Vietnamese coffee experience, such as a phin drip, a mug, a scoop spoon, and two small bags of coffee—featuring robusta or arabica roasts. The goal was to create a kit that brings the rich, traditional coffee culture of Vietnam into the comfort of your home. Inspired by a "modern tradition" concept, I envisioned packaging that blends contemporary design with cultural authenticity, emphasizing both elegance and functionality to enhance the at-home brewing experience.
Package Design - Stage 2
Logo Design
The logo for "Phin" draws direct inspiration from the iconic Vietnamese phin coffee tool, capturing its essence in a way that feels bold and playful. The design incorporates the brand's name inside a simplified, stylized shape of the phin, creating a strong connection to the product's cultural roots. Using the branded font, the text is designed to be bold and fun, reflecting the approachable yet vibrant personality of the brand. The logo strikes a balance between modernity and tradition, making it visually engaging while maintaining a sense of authenticity tied to Vietnamese coffee culture
Brand Guide
In the brand guide, the color palette is warm and inviting, with vibrant pops of yellow and blue to add energy and charm. The typography was chosen to be simple and approachable, ensuring readability while complementing the overall aesthetic of the kit. Additionally, the final logo is refined with the brand name merged into the shape of the “Phin”. This concept harmonizes cultural authenticity with contemporary design sensibilities.
Package Design - Stage 3
Box Concept - Digital Compositions
In the concept stage for the box, I aimed to celebrate the essence of Vietnamese coffee culture by highlighting the local farmers who are the backbone of this tradition. The box design incorporates intricate line art of farmers, rendered in a golden texture on a sleek, black matte background, creating a refined yet respectful tribute. This method is also applied on the logo as well. For the product designs, I balanced modernity with tradition by integrating subtle coffee-inspired patterns and textures that reflect Vietnam’s coffee heritage.
Top Side of Box
Right Side of Box
Left Side of Box
Front Side of Box
Back Side of Box
Underside of Box (Inside)
Package Design - Stage 4
Coffee Label Design
For the product designs, I aimed to create a harmonious blend of tradition and modernity by paying attention to every detail, from the coffee labels to the phin and mug design. The coffee labels incorporate patterns and textures inspired by Vietnam's coffee culture, featuring warm earthy tones with vibrant pops of yellow and blue to add energy and modern appeal.
Phin & Glass Mug Set
The phin itself is adorned with a minimalist, engraved logo, highlighting its cultural significance while keeping the design sleek and contemporary. For the glass mug, the bamboo lid features an intricate laser engraving of the logo, tying the product back to its roots. The typography across all elements is simple yet inviting, ensuring readability and cohesion. This holistic design approach celebrates authenticity while crafting a product that feels both timeless and fresh.
Thank You Card & Instructions Card
To add a personal touch, the thank-you card features a warm message of appreciation, paired with a design that reflects the kit's branding—earthy tones, coffee-inspired patterns, and a welcoming font. The instructions card is thoughtfully designed with clear, step-by-step visuals and text to guide customers through the brewing process. Both cards are printed on cardstock paper to enhance the tactile experience, making every detail of the unboxing feel intentional and connected to the authenticity of Vietnamese coffee culture.
Package Design - Stage 5
Final Shots of Product
In the final stage, I brought all the elements together for a professional photoshoot, showcasing the box and its contents in their best light. The box, with its golden line art on a matte black finish, was styled alongside the coffee products, phin, glass mug with a laser-engraved bamboo lid, and the thoughtfully designed cards. Warm, natural lighting and rustic props were used to evoke the inviting feel of Vietnamese coffee culture. The photos highlight the intricate details, from the texture of the labels to the engraved lid, ensuring the final presentation conveys both the authenticity and modern elegance of the kit. These images create a compelling visual story that invites customers into the experience of Vietnamese coffee.
