Yours Truly Brand Identity

The goal of this project was to design a concept that communicates ethical sourcing, responds to user needs, and embodies research insights into sustainability, Vietnamese coffee culture, and Fairtrade economics. Yours Truly was developed as a farmer-centred brand that highlights the lived experiences of Vietnamese coffee producers and the transformative impact of Fairtrade certification.
Yours Truly centres the farmer as the "author" of each product. Rather than treating coffee as a commodity, the brand reframes it as a personal exchange between grower and drinker: a message from their home to yours. The visual identity, storytelling, and materials work together to close the emotional distance between consumers and producers. The colour palette lends to the Vietnamese coffee landscape with deep reds and natural greens mimicking the colours of the
coffee cherry plants. The supporting warm neutrals reference the sun, soil, and authenticity of rural farming life. The tone of the brand echoes humility, gratitude, and connection. It acknowledges the farmer's voice as central. Messages are written conversationally-firmly rooted in real individuals like Lam, whose story anchors the brand's purpose. Every message is signed off with Yours Truly, followed by the farmer's signature. This approach instills empathy and builds consumer understanding of the human labor behind each cup.
The roasts are named after the farmers and feature a few key descriptor words for the roast. For example, Lam's dark roast with its associated 'bold & smooth' text, accompanied by a photo of the farmer. The back of the packaging features a postcard complete with a Vietnamese postage stamp and story of the farmer's life and family. There is an additional photo opportunity to show family and community as well as the farmer. The story on the postcard is customizable and gives the consumer a glimpse into the impacts their money has on real lives, and even has a QR code that will lead the consumer to the website to read further into the stories.