BIG BRAND UPDATE!! 📣 Dear community, When I started Nguyen Coffee Supply in 2018, I roasted our first bags of Vietnamese robusta and arabica coffee in Brooklyn and asked people to believe in a bean the industry had spent years pushing to the margins. At this time, coffee was still a very serious, elitist and arabica-dominated world. So our first bags were minimal, premium and bold, to signal, "We belong." Our bags carried the mission before the industry made room for Vietnamese coffee. Today, that mission has largely landed, and we're thrilled to share a full redesign of our roasted coffee lineup across all six coffees, still sourced through direct trade with Vietnamese farmers and still roasted right here in Brooklyn. The new design puts Vietnamese cultural authorship and robusta pride front and center, so the outside of the bag finally tells the story as boldly as the coffee inside does. Over the years, people have told us they feel seen by our bag of coffee. So we knew we had to honor this by continuing to be loud and proud about who we are. We no longer needed to quietly fit in with a minimal and serious framework to be taken seriously. Every bag is a small (but big) act of representation. Looking ahead, we're leaning in to what makes us different, while celebrating a fun, vibrant and inclusive coffee culture!! Let us know what you think of our new bags!! You can find them on our website. Cheers to the people's grind!!
Evolving from fitting in to proudly owning cultural authorship and robusta representation is such a powerful milestone! The journey Nguyen Coffee Supply has taken since 2018 to completely reshape industry perceptions is incredible. The new bag designs look vibrant and iconic—cheers to the team on this new chapter! ☕📦 vietnamese coffee to the world
Love when a rebrand is less about changing the brand and more about finally showing people what was already there. These look great! Sahra Nguyen
Congratulations, Sahra. This feels like much more than a packaging redesign. The new identity reflects a meaningful shift in the company itself: from asking for space in the category to confidently defining what Nguyen Coffee Supply contributes to it. Putting Vietnamese cultural authorship and robusta pride at the center gives the packaging a job beyond recognition. It carries the history, sourcing relationships, and point of view of the business into the customer’s hands. A strong rebrand does not merely make a company look different. It makes the company’s earned authority visible.
It feels like just yesterday we were sitting in the tiny roastery at East One in Carroll Gardens and you were sharing your vision for how you wanted to grow your brand! Beautiful design.
Are you on trade coffee? If not I'll need to check out next time I'm at whole foods
You CANNOT go wrong with Vietnamese coffee, folks. (Especially on ice with a little sweet milk!)
let's gooooo! can't wait to have this on display at home ☕
Super exciting! I kept cutting the bags open pretty inefficiently. I will have to try this new design out ASAP.
congrats, Sahra! I’ve been following your journey for a while, and it’s been so inspiring to watch. Love your mission to bring Vietnamese coffee to the world. Can’t wait to see what’s next!
Founder & CEO at Nguyen Coffee Supply
2dTHROWBACK to our very first bags in 2018!! 🥹