ANNEES

Client: ANNEES

Services: Head of Creative – Brand & Design

Expanded Scope of Services Provided

As the Head of Creative, I led and executed a comprehensive visual and strategic brand direction, ensuring consistency and innovation across all customer touch points. My responsibilities spanned concept creation, art direction, sourcing, production, and brand implementation across physical and digital platforms.

About:

ANNEES IS AUSTRALIA’S ORIGINAL VIETNAMESE ICED COFFEE BAR.

A branding guide showing the logo for ANNEES with a pink slash through the letter 'A', along with design notes and a pink banner with the text 'ANNEES 4 PIECE OF HAPPINESS' on a black background.

1. Logo & Brand Identity Development

  • Led the development of a cohesive, scalable brand identity system, including logo design, brand marks, colour palettes, visual motifs, mascot character development and design frameworks.

  • Directed the refinement of brand assets to align with company values, market positioning, and guest experience strategy.

Design layout comparing typography styles and font details from Annees' Brand, featuring a black background with white text, and a black and white illustration of a face with surrounding text, along with pink decorative elements.

2. Typography Design

  • Selected and customised typefaces to create a distinctive typographic voice for the brand.

  • Developed scalable font hierarchies for consistent use across signage, packaging, digital, and print.

Open book with pink and white pages, displaying contents page and an illustrated page with playful doodles of a character pouring liquid into a cup and surrounded by cups, spoons, and other objects, on a white background.

3. Brand Guidelines

  • Designed a comprehensive brand guide covering visual identity, tone of voice, photographic style, illustration guidelines, and UI/UX components.

  • Supported cross-functional teams and external partners in applying brand elements consistently across all touch points.

Digital illustration of a pink and black booth for Annee's, a beverage brand, featuring posters, vending machines, and signage with illustrations of drinks and ingredients.
Design plans for a store named ANNEES, featuring pink and black color schemes, playful illustrations, signage, layout diagrams, and shopfront visuals.

4. Retail Shop Design & Graphics Package

  • Conceptualised and executed graphic design and visual storytelling elements for 10 retail sites, including kiosk and full shop models.

  • Created location-specific graphics packages to ensure brand cohesion while embracing site individuality.

Collection of branded merchandise, drinkware, stickers, and digital screens, all featuring the brand name 'ANNEES' with pink and black color themes.

5. Retail Merchandise – Design, Sourcing & Sampling

  • Designed and oversaw production of branded merchandise tailored for retail, from concept to physical samples.

  • Managed vendor relationships for sourcing and ensured alignment with brand aesthetic, pricing, and quality standards.

Collection of black clothing with printed text and graphics, including T-shirts, tank tops, sweatshirts, and hoodies, featuring brand name 'ANNEES' and various graphic designs.

6. Uniform Design & Garment Production

  • Designed and produced uniforms for staff, incorporating brand identity into fabric choices, cuts, and prints.

  • Delivered full-range garment offerings for campaign releases, including sourcing, sampling and final production.

Collection of four marketing and branding posters with pink, black, white, and green color schemes, featuring images of products, models, and promotional messages for a summer campaign.

7. Campaign Design & Branded Merchandise

  • Developed thematic creative campaigns including original artwork, branded merchandise, and promotional materials.

  • Collaborated cross-departmentally to align campaigns with seasonal and business objectives.

Three cylindrical cans with pink bodies and black tops, each with white and gray text, floating against a pink background. The cans are labeled with the word 'ANNES' and have a shadow below.
Display of Années coffee products with pink, black, and white packaging, including a box of coffee bottles, a small box of Vietnamese ground coffee, and promotional posters featuring a cute cartoon character with a top hat.

8. Packaging & Label Design

  • Designed and developed packaging for key products, including A-Phin Starter Kits, Ground Coffee, A-Cup, and ANNEES Syrups.

  • Balanced storytelling, regulatory compliance, and production feasibility to deliver high-impact packaging solutions.

A collage of cartoon-style illustrations and a person wearing a pink mask with large eyes, a pink nose, and a black shirt with 'ANNEES' written on it, surrounded by various colorful images including animals, food, and electronic devices.

Character Development – Mascot “Silver”

  • Created and art-directed the development of “Silver” brand mascot to enhance storytelling and boost guest engagement.

  • Defined the character’s style, personality, and rollout strategy across physical, digital, and experiential channels.

A hand holding a Vietnamese iced coffee in a clear plastic cup with a logo, topped with milk foam and caramel drizzle, against a pink background with white text and handwritten notes.
Collection of five pink and black art prints with the brand name ANNEES and the tagline A PIECE OF HAPPINESS. The prints feature various illustrations of a cartoon character with a single eye, hugging, smiling, or surrounded by multiple identical faces.
Promotional display featuring ANNEES branded cups, a skip card, a QR code, and pink flyers advertising job opportunities and rewards with pink themes and illustrations.

10. Branded Templates for Digital Platforms and Printed Materials

  • Designed and systemised branded templates for use across social media, website, email campaigns (EDMs), loyalty platforms and printed materials.

  • Enabled internal teams to produce consistent, on-brand communications with ease and speed.

Pink coffee shop menu featuring Vietnamese iced coffee drinks, ice beverages, and tea options, with a photo of a hand holding a coffee drink with whipped cream and caramel drizzle.

11. Menu Design – Digital & Print

  • Designed and maintained print and digital menus tailored to different store formats and seasonal offerings.

  • Integrated UX best practices and brand design principles for clarity and aesthetic appeal.

A whimsical drawing featuring a pink, cartoon-like head with big eyes and a surprised expression. A cup labeled 'Rx' sits on top of the head, with pink liquid being poured into it from a teapot. Surrounding the head are various illustrated items including a smiling thermos, a book with a pen, a spoon with hearts, a latte or milkshake, a macaroon, a tube with a smiley face, sugar cubes, and clouds, all on a pink background.

12. Illustration Assets for Brand Identity

  • Developed original illustrations to complement and extend the visual identity.

  • Integrated illustration systems across packaging, digital, uniforms, and in-store design to enhance storytelling and uniqueness.

Disclaimer Work shown is for portfolio purposes only. All content remains the property of its respective owners. No endorsement is implied.

Use of Content No part of this website may be copied, reproduced, or distributed without prior written consent. The content is not to be used for commercial purposes by third parties.