Studio—Don teamed up with founder Chris to launch New Breed, a London-based Vietnamese coffee label that celebrates the Robusta bean once dismissed as “inferior”  by bridging heritage and innovation. What was once overlooked is now redefined: through modern farming and processing, Robusta emerges as a speciality coffee in its own right.

Our role covered brand strategy, naming, identity, packaging, and the website each touchpoint shaped by a narrative of renewal. The name New Breed embodies a generational shift in producers as well as the bean’s evolving status.

The brand voice is confident yet grounded: a bold, minimal palette paired with a distinctive typographic system avoids clichés and ornament, giving clarity and strength across packaging and digital channels. This design frames Robusta not as a compromise, but as a deliberate choice a Robusta renaissance, reintroduced for a new audience at a new moment.