FÊ

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). 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.