Design in Action - Interior Branding: When Interior Space 'Tells Stories' Beyond Words (An Analysis of Highlands Coffee, Katinat & Phê La)

When you walk into a store, what makes you immediately feel the brand's unique "essence," even before you see a logo or slogan? It could be the warm, golden lighting, the faint scent of coffee and pine wood, or the way the chairs are arranged to encourage conversation.

That is Silent Branding, or Interior Branding – the art of using interior design to convey a brand's story, personality, and core values. It goes beyond loud signage to create a multi-sensory experience, a space that has the ability to "tell a story" and imprint itself on the customer's mind naturally and subtly.

In this article, let's join Pazlaris to explore the power of spatial branding by analyzing three case studies with three completely different philosophies in Vietnam: Highlands Coffee, Katinat, and Phê La.

1. Highlands Coffee's Interior Branding: Where Vietnamese Spirit Meets the Modern Lifestyle

Highlands Coffee has successfully positioned itself as a mainstream Vietnamese coffee brand, a reliable and familiar choice.

Their space reflects this perfectly.

Color Palette and Materials: Highlands stays loyal to the trio of Red, Brown, and Black. The red from the logo and decorative details evokes the national flag, good fortune, and the national spirit. The brown of wood and the black of iron and leather create a cozy, somewhat classic, yet sufficiently upscale atmosphere.

Interior Design: Highlands' furniture is often made from heavy, solid wood, combined with leather sofas, conveying a sense of durability and reliability. The space is thoughtfully organized, with private corners for work meetings as well as open areas for friends to gather.

Cultural Elements: Decorative patterns on cement tiles, wooden partitions, or paintings of old Vietnam are often subtly integrated, reinforcing the message "Proud to Serve Vietnamese Coffee."

Core Message: Highlands' space is not overly unconventional or trendy. It tells a story of reliability, national pride, and the harmonious blend of traditional coffee culture with a modern lifestyle. It is a "safe haven," a familiar choice for all types of customers.

2. Katinat Saigon Kafe's Interior Branding: The Breath of Old Saigon in a Contemporary Guise

Katinat chooses a different path—not "traditional," but a stylish Saigon "corner" where nostalgia and modern spirit intersect.

Prime Locations & Architectural Signature: Katinat is often located on bustling street corners, turning its exterior architecture into a key part of its identity. The arched windows, steel structures, and glass are characteristic features, creating a look that is both industrial and reminiscent of French colonial architecture.

Materials and Colors: This brand isn't afraid to use raw materials like cement, exposed brick, and steel, harmoniously combined with terrazzo and brass details. The color palette often features neutral tones (gray, moss green, brown), creating a feel that is both classic and trendy.

Spatial Experience: Katinat's space is designed to be a perfect "background" for Instagrammable photos. The lighting is carefully calculated, and every seating angle offers a "good view." It is a vibrant social space, an ideal meeting point for the style-conscious youth.

Core Message: Katinat sells Saigon style and atmosphere. Their space tells the story of a dynamic city where old and new values coexist, creating an attractive destination for a young generation that loves style and capturing beautiful moments.

3. Phê La's Interior Branding: Bringing Da Lat to the City with a "Camping" Experience

Phê La is an excellent testament to turning a product story into a unique spatial experience.

With its flagship product—specialty Oolong tea from Da Lat—Phê La has built a completely distinct branding space.

The "Camping" Concept: This is the central, consistent concept throughout. Instead of traditional café tables and chairs, Phê La uses camping chairs, foldable picnic tables, and materials like parachute fabric and canvas. This concept immediately evokes a feeling of relaxation, freedom, and closeness to nature.

Materials and Colors: Phê La's space is filled with materials reminiscent of Da Lat and travel: light-colored pine wood, pebbles, stones, and the beige-brown-green tones of the mountains and forests. This design creates an escape from the suffocating urban atmosphere.

Focus on Product Experience: Phê La's minimalist design and open space help focus attention on the bar—where the tea "experts" brew. This layout emphasizes the meticulous, artisanal, and "specialty" quality of the product.

Core Message: Phê La doesn't just sell tea; they sell an experience and an origin story. Their space tells the story of the Oolong tea hills in Da Lat and other specific regions in Vietnam, inviting customers to "slow down a bit" to fully savor the original flavor, just like camping in nature.

Lessons From Three Spatial 'Storytellers'

From these three examples, we can see that interior space is the silent yet powerful storyteller of a brand:

• Highlands Coffee sells reliability and Vietnamese pride.

• Katinat sells style and a trendy atmosphere.

• Phê La sells a unique experience and a product story.

Before deciding on the style for your store, office, or showroom, ask yourself:

• What is your brand's core story?

• How do you want customers to feel when they enter your space?

• Which spatial touchpoints (materials, lighting, layout) will tell that story most effectively?

Interior branding doesn't shout, it whispers!

And it is often those subtle whispers from an intentionally designed space that leave the deepest and most lasting impression on customers.