FÊ is a ready-to-drink Vietnamese coffee brand that blends culture and convenience in every can. The name “FÊ” is a playful twist on the Vietnamese slang word “phê”—often used to describe a blissful, satisfied state, rooted in the word “cà phê” (coffee). This project reimagines traditional Vietnamese iced coffee into a sleek, modern format made for life on the go.
The goal of this project was to create a packaging system that reintroduces Vietnamese coffee culture through a contemporary lens. Inspired by street cafés and cultural rituals, FÊ celebrates everyday moments while positioning itself as a modern, on-the-go beverage. The brand bridges heritage and innovation—bringing authenticity into a format that resonates with today’s fast-paced lifestyle.
Visually, the design takes cues from Dong Ho folk art, reinterpreting traditional motifs into playful, illustrative elements that feel bold and engaging. A carefully balanced color palette, clean layouts, and modern typography create a dynamic contrast that elevates the cultural storytelling.
FÊ is designed for culturally conscious millennials and Gen Z consumers, both in Vietnam and abroad, who value design, identity, and flavor in the brands they choose.
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