Design Coffee Brand Identity with Vietnam Cultural Capital

Abstract

The design Coffee brand identity with the Vietnam Cultural Capital Objective 1) To study coffee business information And art and culture in Ho Chi Minh City Vietnam 2) to design coffee brand identity With the Vietnam Cultural Capital 3) to assess the satisfaction of the target audience towards the coffee brand identity design. With the Vietnam Cultural Capital The research area is Ho Chi Minh City, Vietnam. The method of this study began with the collection of data on coffee businesses in Vietnam It is found that Vietnam is the second largest coffee exporter in the world, has good quality and unique coffee varieties that stand out in terms of taste and aroma on the international level. Along with the study of Vietnamese arts and culture in Ho Chi Minh City Which is a symbol of a tourist's memory  By  asking  information  with  local  people,  including  coffee  entrepreneurs  and  Vietnamese  translators. Then, analyze the data as a way to design a graphic process of coffee brand identity. With a graphical process consisting of Logo , Typography , Colors , Packaging and trade show booths. To assess the satisfaction of the brand identity from the target audience of 100 non-Vietnamese tourists, it was found that the target group was very satisfied. The mean is (x̅ = 4.31 , S.D. = 0.72)