Chu Long's Salted Coffee Undergoes Subtle Brand Makeover

The Vietnamese coffee chain 'Ca Phe Muoi Chu Long' is subtly transforming its brand identity, a shift that has become noticeable since the beginning of 2026. Alongside the opening of numerous new branches, the brand is gradually phasing out the image of its founder, referred to as 'Chu Long' (Uncle Long), from its signage. Instead, the focus is now on a prominent brand name and an impressive visual of a salted coffee cup.

This rebranding effort aims to expand the customer base by adopting a more neutral, dynamic, and visually appealing aesthetic. Despite the 'premium' look, the brand emphasizes that its affordable and accessible pricing, maintained for over two years, will remain unchanged. 'Ca Phe Muoi Chu Long' has clearly communicated its commitment to preserving the quality and core values that established the brand, addressing potential customer concerns about changes in appearance affecting taste or price.

Regarding the founder's presence, 'Chu Long' remains involved, understanding that customer loyalty stems from quality and suitability. The removal from signage is positioned as a strategic move to prepare the brand for a future phase of modernization and professionalism. While his direct image may be less prominent on storefronts, 'Chu Long' continues to participate in significant brand events, signifying his ongoing role in a more specialized and strategic capacity to foster the brand's growth while retaining its recognized values.

The refreshed branding, described as more polished and contemporary, is expected to attract significant attention. By maintaining its quality and core principles, 'Ca Phe Muoi Chu Long' anticipates that this 'transformation' will resonate with a wider audience, further solidifying its position in the market.