Phuc Long Brand Rejuvenation

Phuc Long is one of the biggest F&B chains in Vietnam, built on nearly 60-year tea heritage with over 250 stores (including kiosks) nationwide. While it pioneered Bold Flavour Milk Tea (Trà sữa đậm vị) in the market, Phuc Long faced a growing challenge: younger consumers were drifting towards global & local chains that felt more expressive, modern, and relatable.
How can Phuc Long stay true to Vietnamese tea roots while becoming culturally relevant to a new generation of tea lovers who value innovation, connection and self-expression?
For Phuc Long’s brand rejuvenation, Spark Creative and Creatalk developed a strategy that honored Phuc Long's tea expertise while making the brand feel more relevant to younger audiences. Rather than abandoning the heritage, we repositioned it as a foundation of credibility that younger consumers can trust and connect with.
We called it “Pure Connections".
This one-of-a-kind philosophy positions Phuc Long distinctively among F&B chains, transforming the brand into a bridge bringing people closer to things they cherish: themselves, their roots (heritage, culture, generations…), and others (people, communities…). Together with Pure Connections, Heritage and Innovation form the three brand pillars of Phuc Long’s positioning, the backbone of the refreshed identity system.
The former logo contained elements that caused customer confusion, like the mix of coffee cup and copywriting “coffee and tea”, etc. With the new design, Phuc Long shifts focus to a tea cup, an enduring symbol of connection in every Vietnamese gathering. This refreshed identity both honors Vietnam’s tea heritage and embraces innovation, featuring distinctive variations to create diversity without repetition while elevating sophistication across every touchpoint.
The primary pattern, inspired by Vietnamese woven tea baskets, the very vessels that carried fresh tea on the shoulders of tea pickers, embodies the layered spirit of Pure Connections. Each interlaced weave represents heritage, craft, human bonds intertwined across generations.
Phuc Long quickly ranked #1 in buzz with 23.75% share of voice within 1 month after the new brand launch. Through this transformation, Phuc Long not only reinforces tea heritage but also strengthens relevance with younger consumers, empowering the brand with confidence to expand across Vietnam.