2025
PHOTOGRAPHY
Felita Café is a coffee franchise chain headquartered in Đồng Nai. In 2025, the brand launched a long-term marketing campaign titled “Hành Trình Du Hương” (The Journey of Aromas), structured in seasonal phases. After completing the Spring edition, Felita partnered with Hoa Đất to develop the Summer phase.
How can a seasonal marketing campaign preserve the brand’s identity while offering customers a refreshing experience? The challenge was to create a distinctive approach that stood apart from conventional promotions, yet remained engaging and practical.
We focused on 3 key areas
1-Core Concept: Inspired by the journey of coffee aromas, the campaign was divided into seasonal phases, each presenting a unique story and identity.
2-Visual & Storytelling: Hand-crafted illustrations and narrative elements rooted in nature and everyday life were combined to capture the spirit of each season.
3-Unique Selling Points: The collaboration with Hoa Đất during the Summer phase expanded the creative perspective, resulting in communication materials that balanced aesthetics with emotional resonance for the audience.
The “Journey of Aromas” campaign reinforced Felita Café’s positioning as an innovative coffee chain that bridges culture and customer experience. The partnership with Hoa Đất in the Summer phase set the stage for more diverse and meaningful collaborations in the future.
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Watch full project on Behance
