Highlands Fine Robusta Espresso was a limited-time celebration of Vietnam’s coffee heritage—reimagined through modern espresso brewing with 100% Fine Robusta beans—an underscoring of Highlands’ role as a pioneer in shaping modern Vietnamese coffee.

Rice created the name “Vaaang Robusta” and amplified the release with swirling, high-energy typography and a spirited shoot with photographer Mắt Bét, capturing the surprise, delight, and occasional “huh?” moments of first sips. The identity echoed the coffee’s resonant character and wine-like depth, standing as both a proud nod to origin and a bold signal of Vietnamese coffee’s future on the world stage.

Launched as a full campaign, Vaaang Robusta swept across Highlands’ channels—from in-store activations and packaging to digital, social, and outdoor media. The bold naming, expressive visuals, and unfiltered photography built a unified story that stopped customers in their tracks and sparked conversation online. For a fleeting release, the impact was lasting: an experimental coffee that became a cultural moment, further cementing Highlands’ role as the brand leading Vietnam’s coffee into the future.