A layered packaging system that turns every drip into a journey that celebrating Vietnam’s spirit through contemporary design
(CHALLENGES) Despite its social commitment and premium quality, Vietnamese pour-over coffee often struggles to stand out amid global competitors. Vinadrip needed a packaging concept that could encapsulate the richness of Vietnam’s coffee regions, not just in flavor, but in feeling. The challenge was how to honor natural landscapes and ethnic culture without falling into visual clichés. Layơ Lab reimagine storytelling through packaging in a way that feels fresh, modern, and emotionally resonant.
• Packaging Strategy • Product Design • Visual Design • Production
We approached the packaging as an invitation to Vietnam flavoured journey. Every detail of the design reframes familiar elements of nature and identity with a contemporary lens, moving away from predictable tropes to create a new visual language for Vietnamese coffee.
(BIG IDEA) Inspired by the majestic highlands where Vinadrip’s coffee beans are grown, the packaging captures mountainous landscapes through abstracted illustration. layered folds and flowing golden lines reflect elevation, movement, and depth. Ethnic brocade patterns, often seen as cultural signifiers, are refined into minimalist symbols, celebrating the people behind the beans without overwhelming the narrative. This isn’t just a postcard from the mountains. It’s a poetic interpretation of the land’s rhythm, its silence, and its soul. Through this reframed perspective, the packaging becomes not just informative, but emotional, a daily reminder that every sip begins with people, place, and purpose.
The packaging design blends natural and cultural elements in a stylish way, using abstract and artistic visuals instead of showing things too literally, creating a more poetic and refined feel.
(DESIGN) The design reimagines mountain landscapes with clean, layered forms that evoke calm and depth. When boxes are placed side by side, they form a continuous highland range, enriched with subtle ethnic brocade-inspired patterns. A soft, earthy palette and gold foil detailing reflect Vietnam’s natural beauty with warmth and elegance. The box opens with a yin-yang sliding mechanism, revealing drip coffee sachets arranged with care. Inside, each sachet is color-coded to its blend, turning selection into a small sensory ritual.
(Key features)
• Clean Airy Minimalist Layout • Ethnic Brocade-Inspired Pattern • Panoramic Mountain Landscape Graphic • Side-Sliding Box with Gold Foil Accents
