How we introduce ourselves to the world without losing ourselves:

Be the maximum us. 

100% Robusta Fierce. 

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"I have a dream, a dream that keeps me up at night, a dream to make Robusta the global renaissance of coffee. I believe Highlands Coffee, the proud representative of Vietnamese coffee, will stand at the forefront of that movement. A Hawaiian friend once told me that our coffee bean carries an unfiltered rugged beauty, something raw and real. In a world being reshaped by climate change, Robusta, with its toughness, isn’t just a crop.

I believe it’s a treasure."​

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This was the speech of Highlands Coffee founder in the briefing session. ​​I accidentally got carried away by it. So the idea below is a byproduct of someone's bold wild dream.​

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If 70% of the world already favors the light taste of Arabica,

how can we present our Robusta with its unique strong taste without failing the pride of Vietnamese?

Be the maxium us is the only answer.​

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​​​Role: concept/ idea, copywriting.

Time: 06.2024​​