KOI Thé new logo and visual identity

Founded in 2016 as a sibling brand to KOI Café, KOI Thé a well-known name in Vietnam, established over 50 locations across major cities. By consistently offering authentic Taiwanese milk tea experiences, KOI Thé quickly gained its own distinctive niche in Vietnam's competitive bubble tea market. In 2023, KOI Thé undertook a significant rebranding initiative to refresh its visual identity, aiming to better align with modern design trends and communicate the business philosophy that reflects KOI’s commitment to professionalism and constant innovation.

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In Japanese, the term "Koi" means "little brilliance" and symbolizes purity, reflecting the brand's dedication to high-quality and authentic experiences. KOI Cafe Group originated in Taichung, Taiwan, with its first establishment, KOI Café, established in 2006. Initially focusing on coffee, KOI Café aimed to delight customers worldwide with premium drinks. In 2016, the group strategically introduced KOI Thé, highlighting its distinct focus on tea, as underscored by the addition of "Thé," the French word for tea, differentiating it from the coffee-centric approach of KOI Café.

Let design be the solution where complexities arise.

Visual communication is a powerful tool that can address complex business challenges effectively. Last year's rebranding of KOI Thé may seem like a routine update with a fresh look aimed at attracting younger generations. However, upon deeper inspection—or rather, a broader perspective—we realize there's more to the story.

Despite its global presence, KOI Thé has operated under different names in various markets, a strategy that can dilute brand recognition and complicate marketing efforts. The previous logo, a handwritten wordmark, carried a legacy of 17 years but proved less functional as the brand expanded under different names.

The introduction of a new logomark, a bubble tea cup icon cleverly constructed from the letters of the word "KOI," is a breliant solution. This new logomark overcomeed the limitations of the original wordmark, enabling uniform brand recognition across different names and markets. It maintaining the legacy of the older marks while fostering a stronger, more cohesive brand identity beloved by customers worldwide.


The name "KOI Thé" is thoughtfully chosen to reflect both its Taiwanese origins and its dedication to tea culture. The term "Koi" in Japanese represents "little brilliance" and is a symbol of purity. This reflects the brand's commitment to high-quality, authentic tea experiences. The addition of "Thé," which means "tea" in French, emphasizes the brand's focus on tea rather than coffee, which was the focus of its original iteration, KOI Café. This name change was part of a broader strategy to better communicate the brand's philosophy and to highlight its specialization in tea as it expanded internationally​

In 2023, KOI Thé introduced a refreshed visual identity as part of its rebranding strategy. The most notable change is the new logo, which simplifies the brand’s visual representation into a stylized image of a milk tea cup, reflecting KOI Thé’s pursuit of modernity and professionalism. This minimalist design aims to enhance brand recognition and resonate with younger consumers, particularly those in Gen Z and Gen Alpha. The rebranding also includes updated store designs that feature a more contemporary and sophisticated aesthetic, aligning with the brand’s evolution while retaining its core values of quality and customer experience. This gradual rollout across all regions ensures a seamless transition for customers, preserving their connection to the brand while introducing a fresh, modern appea

Let design be the solution where complexities arise.