SOUL Roastery is known for its fine robusta beans, and with the arrival of a new season, they’ve channeled their passion into crafting a truly unique coffee experience. Inspired by the fermentation techniques of traditional straw rice wine and local craft beer, SOUL introduces a never-before-seen range of soulful flavors—a heartfelt tribute to their origin, Buôn Ma Thuột, the land of coffee.
This journey from bean to cup reflects SOUL’s deep dedication to pushing boundaries and staying true to their creative spirit. To visually express that passion, we turned to hand-drawn acrylic paintings for the new label designs. The raw, textural nature of the medium captures the land, the people, and the essence of each flavor in an authentic, tactile way.
Each artwork reflects a specific taste profile: red and violet for spice, green and blue for sweetness, and more. These paintings are then carefully photographed and applied to the packaging—allowing the artistry and texture to shine through.
Through this collaboration, we hope to bottle not just bold new flavors, but also SOUL’s creative heart—offering coffee lovers a visual and sensory journey worth savoring.
Collaborated with fins studio
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The raw, textural nature of the medium captures the land, the people, and the essence of each flavor in an authentic, tactile way.
