Creating a fresh and innovative visual
identity inspired by Vietnamese coffee
culture, which appeals to a Western
audience while avoiding excessive
heritage branding.

Radeljic-Jakic conceptualized
and executed the launch of Càphê,
a Vietnamese coffee brand, in the UK
market, driven by a nostalgic memory
from the founder’s homeland vacation.


Starting with logo and branding design,
Radeljic-Jakic led the creation of
packaging that artfully communicated
each blend's essence. Collaborating with
a graphic designer, Radeljic-Jakic
transformed concepts into compelling
visuals.

Through meticulous photoshoots,
Radeljic-Jakic captured the products'
allure, highlighting both ingredients and
sensory experiences. This extended to
an evocative campaign shoot in Italy,
bridging cultures with a fashion-forward
approach.

In parallel, Radeljic-Jakic played a pivotal
role in crafting an online presence,
designing an engaging website that
showcased the offerings. Strengths in
composition and visual hierarchy were
evident in the impactful shop page
design.

With a director's eye, Radeljic-Jakic
curated captivating video narratives,
weaving moments into a compelling
brand story. From conception to
realization, Radeljic-Jakic's multi-faceted
role as art director, producer, scout, and
web designer contributed to the
establishment of the brand in the UK
market.

The product packaging showcases
carefully chosen photographs that
effectively convey flavors. This was
particularly important for the coffee bean
offerings, giving customers a preview of
what they can expect in terms of taste.

Within the mixed drinks range, macro
photography captures the lively,
inviting ambiance of summertime.

Conversely, the coffee bean line,
emphasizes ingredients against a clean
backdrop, combined with coffee related,
lifestyle photography. This method
ensures customers have a clear
understanding of flavor and product content.

For the campaign, we aimed to blend the
renowned coffee culture of Italy with
Vietnamese heritage. We filmed in
Procida, an island near Naples, Italy..

The objective was to craft
a summery campaign
with a focus on interaction, as
coffee has a unique ability to bring
people together globally. Deliberately
adopting a fashion-forward approach,
this campaign highlights the models,
setting Càphê apart from other coffee
brands.