Detech Coffee JSC|Konnai
Designer | Huong Ly Nguyen & PhamDTran Agency
Location | Hung Yen Province, Vietnam
Launch date | April 1, 2022
The traditional packaging does usually not present the coffee farmers. In contrast, we want to put the people at the origin of our packaging. They are people living in some remote mountainous regions in Son La, in northwest Vietnam. The coffee farmers in the supply chain also earn the least because they are unknown to the consumers.
Instead of using colors like brown and green, widely used in coffee, we use radiant colors. We feel that the available colors present coffee as a function in our life, as a commodity. On the contrary, we think coffee is a living companion of the past, present, and future. Coffee does not have to be classic, and coffee can very well be modern and fashionable. We apply radiant colors to the packaging because our coffee is up-to-date and cool enough to attract young people.
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We also use QR codes for transparent traceability. This option helps consumers build trust with the product: when was the coffee at what place.
We use paper, yarn, and kraft pouch and deliberately do not use any metal, particularly aluminum, which costs a lot of energy to produce. We intend to emphasize that our products are Vietnamese coffee to help raise awareness of Vietnamese coffee in the worldwide supply chain. Every 7th cup of coffee comes from Vietnam but consumers usually do not know about it due to the intended lack of transparency in the supply chain. We want consumers to know that Vietnam is also of coffee origin.
