Langfarm
Brand profile
Visual identity
Typeface concept
Brand guidelines
Đà Lạt, Việt Nam – 2020Langfarm is an established F&B trading brand in Vietnam. The headquarters is based in Đà Lạt—a scenic town in the Central Highlands region. The company is a supplier of products made from natural and agricultural ingredients grown exclusively in this area. After twenty years in business, Langfarm has become a Da Lat’s household name.
They began expanding to other parts of Việt Nam, with a plan to develop their own brand of specialty products. With this plan, Langfarm saw the need for a new visual identity in order to better communicate their refreshed vision, positioning, and to cultivate a more engaging brand experience for their audience.
Throughout the process, there was a consistent sense of pride and gratitude towards the brand's precious place of birth. The company's origin continues to define the way they operate.
We wanted Langfarm's new visual identity to capture the way of life prominent in this region: a love for craftsmanship and harmonious coexistence with nature.
The wordmark design contains expressive, organic details that were chosen to evoke the hilly landscape and elegant foliage of Đà Lat.
The Langfarm seal conveys the values of heritage and craftsmanship. The form accentuates the organic serif details of the wordmark, allowing the two elements to work together as a harmonious unit.
For the brand's Primary Colours, the original primary Orange was retained with added magenta tone for better vibrancy. In addition to Langfarm Orange, the Langfarm Forest Green was added to the brand primary set.
Together the two colours connote the nature theme of sun and forest, while also represent the natural tone of the argricultural produce that Langfarm uses for their products.
The wordmark design became the foundation of a full custom font. Overseeing its development, I worked closely with the type designers to create an extended letter set, including Vietnamese glyphs.The Langfarm seal conveys the values of heritage and craftsmanship. The form accentuates the organic serif details of the wordmark, allowing the two elements to work together as a harmonious unit.
Lan Lê Project Designer
Đức CaoType Designer
Hélio TelesDesign Director
Joshua Breidenbach
Creative Director
Paula Võ
Project Manager
Kia Tasbihgou
Font Design and Engineering