BRAND RESEARCH
NGUYỄN ĐỨC KHÁNH SƠN
HE176907
GD2012
LECTURE : ĐỖ PHƯƠNG TRANG
BRAND RESEARCH
[Link] the brand:
Origins & Founding
Phê La officially launched in March 2021, with its first store
located on Phạm Ngọc Thạch Street, Hanoi. The brand is closely
associated with its founder, entrepreneur Nguyễn Hạnh Hoa.
The Meaning Behind the Name ‘Phê La’:
The name “Phê La” carries a sense of familiarity and simplicity,
evoking the idea of casually hanging out at cafés (“la cà”) and the
feeling of being “phê” (satisfied, uplifted, pleasantly exhilarated) when
enjoying a good drink.
The name is also associated with the story of its “Signature Flavor
Notes,” which are likened to the clear, resonant tones of an inspiring
piece of music.
Product Positioning Strategy
Phê La is a pioneering brand in Vietnam focused on developing
specialty Đà Lạt Oolong tea. Instead of chasing short-lived trends,
the brand firmly states: “We serve specialty Đà Lạt Oolong tea.”
SOURCE: [Link]
BRAND RESEARCH
[Link] the brand:
Origins & Founding
Phê La officially launched in March 2021, with its first store
located on Phạm Ngọc Thạch Street, Hanoi. The brand is closely
associated with its founder, entrepreneur Nguyễn Hạnh Hoa.
The Meaning Behind the Name ‘Phê La’:
The name “Phê La” carries a sense of familiarity and simplicity,
evoking the idea of casually hanging out at cafés (“la cà”) and the
feeling of being “phê” (satisfied, uplifted, pleasantly exhilarated) when
enjoying a good drink.
The name is also associated with the story of its “Signature Flavor
Notes,” which are likened to the clear, resonant tones of an inspiring
piece of music.
Product Positioning Strategy
Phê La is a pioneering brand in Vietnam focused on developing
specialty Đà Lạt Oolong tea. Instead of chasing short-lived trends,
the brand firmly states: “We serve specialty Đà Lạt Oolong tea.”
SOURCE: [Link]
BRAND RESEARCH
II. Vision, Mission, and Core Values:
Vision:
Phê La aims to bring Vietnam’s specialty agricultural products—
specifically Oolong tea—beyond national borders, allowing
international audiences to experience and enjoy them.
Mission:
“Awakening the signature flavor notes of Vietnam’s specialty
agricultural products.”
Partnering with farmers in the sustainable development and
II. Tầm nhìn, sứ
production of raw materials.
mệnh và giá trị cốt lõi:
Core Values:
Craftsmanship: Meticulous attention to every stage, from harvesting
to brewing.
Authenticity: Preserving the pure and original flavors of the
ingredients.
Responsibility: Standing alongside the community and farmers.
Inspiration: Creating meaningful connections from the simplest
things.
SOURCE: [Link]
BRAND RESEARCH
III. Target Customers
Lifestyle & Mindset:
The primary customers of Phê La are young Gen Z and Millennials
(aged 18–30) living in urban areas who embrace a “chill,” free-
spirited lifestyle and place a strong emphasis on aesthetics.
They demonstrate a conscious and responsible consumption
mindset, care deeply about product origins, and take pride in
Vietnamese agricultural products (local pride).
Consumer Behavior & Pricing Strategy:
Rather than using the space primarily for work, customers often visit
in groups to socialize and are willing to queue to try new menu items.
II. Tầm
They accept nhìn,
a mid- sứ mệnhrange
to premium-price và giá trị45,000–65,000)
(VND cốt lõi:
and expect a worthwhile experience in both flavor and ambiance—
comparable to major brands such as Phúc Long and Starbucks.
Consumption Preferences:
This customer group’s taste has shifted toward bold Oolong tea with
less sweetness and a stronger focus on health-conscious choices.
They trust specialty ingredients sourced from Đà Lạt and prefer freshly
handmade toppings—such as mandarin-peel pearls and roasted rice
—over industrially processed ingredients.
SOURCE: [Link]
cua-phe-la/
BRAND RESEARCH
IV. Competitive Landscape
Market Landscape:
Vietnam’s F&B market is highly competitive and increasingly
saturated. However, consumer trends are shifting significantly from
rich, creamy milk tea toward more original, full-bodied tea lines
(specialty tea), creating opportunities for brands that prioritize
ingredient quality.
Key Competitors:
Phê La competes directly with Phúc Long (for bold tea preferences),
Katinat (for ambiance and trendsetting ability), and Cheese Coffee
(for creative menus).
Additionally, major chains such as Highlands Coffee and The Coffee
II. Tầm nhìn, sứ mệnh và giá trị cốt lõi:
House serve as indirect competitors due to their extensive presence
and the strong coffee-drinking culture among Vietnamese
consumers.
Competitive Advantage (USP):
The core differentiator of Phê La lies in its exclusive positioning
around “Specialty Đà Lạt Oolong,” combined with handcrafted
brewing methods such as Syphon and Moka Pot.
Notably, its unique “Camping” concept—evoking the feeling of
traveling and reconnecting with nature in the heart of the city—sets
the brand distinctly apart from its competitors.
SOURCE: [Link]
G O
L O GN
SI
DE
RE
I. The Meaning Behind the Logo
The logo of Phê La is a refined stylization that subtly intertwines
the image of a floating musical note with a Play button,
representing the philosophy of “Signature Flavor Notes” — where
the taste of tea is likened to the pure, resonant tones of art.
In terms of color, the brand adopts a dominant burnt orange-brown
palette. This not only evokes the red basalt soil of Đà Lạt — its key
sourcing region — but also mirrors the rich hue of Oolong tea,
creating a sense of warmth, familiarity, and natural authenticity.
Design style: Minimalist yet distinctive, ensuring strong brand
recognition across various touchpoints, from publications to
uniforms.
II. Strategic Objectives
The brand identity system is designed to firmly imprint the positioning
of “Specialty Đà Lạt Oolong Tea” in customers’ minds from the very
first glance, reinforcing the product’s authenticity.
At the same time, the design language must fully convey a “chill,” free-
spirited, and open-minded vibe—accurately reflecting the unique
Camping concept that Phê La pursues to clearly differentiate itself
within the market.
SOURCE: [Link]
biet/[Link]
REASON LOGO REDESIGN
S
GOALS
Digital Limitations
The current handwritten typeface
features numerous curves and
intricate strokes, making it difficult Optimize Visibility:
to read and causing loss of detail Adopt a bold and clean design
when scaled down (e.g., app language. Ensure the logo remains
icons, favicons). This reduces perfectly legible and clear across all
brand recognition effectiveness touchpoints—from outdoor signage to
across modern digital platforms. mobile screens.
Visual Misinterpretation Reinforce the “Specialty” Identity:
The “musical note” combined with Reduce musical elements and
the “Play” button is artistic, but it strengthen cues of authenticity. Subtly
can easily be associated with the incorporate imagery of tea buds or tea
entertainment industry. The hills so customers can immediately
current design does not recognize the brand’s core product.
immediately communicate the core Modernize the Emotional Appeal:
identity of an F&B brand Maintain the free-spirited essence while
specializing in specialty Oolong elevating the overall look to feel more
tea. refined and premium—worthy of
Lack of an Independent Icon representing the story of pride in
The brand currently relies entirely Vietnamese agricultural products.
on its logotype. Phê La lacks a Flexible Identity System:
minimalist yet powerful standalone Develop a smart brand system where
icon (similar to the swoosh of the icon and wordmark can function
Nike) that allows instant independently. Ensure versatile
recognition without needing to application across all brand assets: cups,
read the brand name. uniforms, and social media avatars.
OPTION 1
Vinyl record & Coffee bean symbol $\rightarrow$ evokes:
The fusion of flavor and music.
A "chill", rustic, and artistic vibe.
Core and authentic ingredients.
A holistic experience: savoring the taste while relaxing the mind.
OPTION 2
Combination of Tea leaf, Teacup & Musical note "La" evokes:
Natural, rustic, and fresh ingredients (Tea leaf).
The "slow" pace and refinement in the tasting experience (Teacup).
Relaxation, soaring emotions, and an artistic essence (Musical note "La").
Perfect harmony: Captivated ("Phê") by the flavor, uplifted ("La") by the
sound.
OPTION 3
Tea Leaf & Musical Note Symbol evokes:
A unique harmony between natural ingredients (tea leaf) and artistic emotion
(musical note).
A soaring, relaxing feeling: Captivated ("Phê") by the flavor, uplifted ("La") by
the sound.
Elegant, Flowing Typography $\rightarrow$ evokes:
An appreciation for detail, the "slow" pace, and the brand's refinement.
An atmosphere of savoring, relaxation, and smoothness.
OPTION 4
The coffee bean placed above the word “Phê” symbolizes origin,
authenticity, and the spirit of coffee. The word “La” represents a musical
note.
The warm yellow color evokes a sense of:
Energy
Morning freshness
A gentle sense of alertness (a pleasant “phê” feeling, but not too intense).
The soft, rounded typography creates a friendly and approachable
impression, making it suitable for a mass-market beverage brand.
OPTION 5
The leaf emerging from the letter symbolizes:
Growth
Natural ingredients
The philosophy of “handcrafted beverages – slow – with clear origins.”
The brown color represents:
Soil
Roasted coffee
Warmth and craftsmanship.
The soft handwritten typeface creates a sense of artisan / handmade
character.
OPTION 6
The symmetrical layout and interwoven letterforms convey:
Precision and refinement
A sense of structure and system
A brand with depth, rather than just a simple beverage shop.
The green color represents:
Nature
Tea, leaves, and clean ingredients, which strongly align with the positioning
of Phê La.
OPTION 7
The three colors represent:
Black: deep musical notes
Brown: earth, roasting, and craftsmanship
Green: tea, leaves, and nature
The design reflects the blending of multiple layers of experience within a
single cup, capturing the essence of Phê La.
It also creates strong brand recognition and clear distinction even when
scaled down.
OPTION 8
Delicately placed small leaf represents:
Appreciation for detail.
The "slow" essence and refinement of the brand.
Elegant, flowing typography $\rightarrow$ evokes:
Savoring.
Relaxation.
Drinking Phê La is an experience, not just a simple refreshment.
OPTION 9
Minimalism helps to:
Ensure easy application across packaging, cups, bags, and
signage.
Align with the direction of a scalable brand and chain system.
The consistent brown color helps to:
Strengthen brand recognition
Evoke the flavor of roasted coffee and tea.
OPTION 10
The vertical cylindrical shape symbolizes strength, stability, and long-term
brand sustainability.
The patterns inside evoke:
The flow of flavors
The fusion of coffee steam with musical notes
The design is also highly scalable and suitable for embossing, stamping, or
engraving.