The most well-known coffee brand in Laos today, BlueGrass began in 2002 by designing the brand identify, taking the different divisions under one umbrella brand with the brand message for Dao-Heuang Group reflecting the vision of a company growing from the ground to the stars.

BlueGrass also recommended a sub-branding exercise for coffee products, proposing that coffee be marketed under the name “Dao Coffee.” The word Dao translates to stars that shine brightly in the sky symbolizig wealth and success to Lao people. It was also clear that the long-term vision for the company was to export to regional markets and that some markets would have difficulty pronouncing the name of the products so shortening it would help resolve the challenge and also help lend quicker brand recognition to the products.

BlueGrass has also developed product communications, collateral, designed product packaging and was involved in strategic marketing development which helped to establish Dao Coffee in Laos while it was still a fledging brand facing stiff competition from already established international brands in the market.

Today, the Lao Government is in partnership with Dao-Heuang Group and we expect to see more growth and expansion to overseas markets. BlueGrass is very proud to have been a part of the Dao-Heuang history and to have had an instrumental part in helping a Lao company reach for the stars.

Client: Dao-Heuang Group