海南福山独特的地域条件使福山成为国内罗布斯塔豆的主要种植地，是中国本土咖啡的典型代表。所以福山咖啡整体品牌视觉主要突出地域特点的同时，又带有中国韵味。面对年轻的消费群，整体调性清新，简约。LOGO的外形是福山澄迈县的地图轮廓，整体由层层丘陵组成。弧度灵动自由，又代表了丰沛的水源。中间则是被孕育的罗布斯塔豆。挖掘福山品牌的文化内核，选定水韵、山魂、匠福三个主题来呈现整体视觉。

 The unique geographical conditions of Fushan in Hainan make Fushan become a major domestic plantation for Robusta beans, a typical representative of Chinese native coffee. So the whole brand vision of Fushan coffee stresses the geographical characteristics as well as Chinese charm. In the face of young consumer group, the whole tonality is fresh and simple. The logo is an outline map of Chengmai county, Fushan, constituted by layers of hills with clever and free radian, which represents plentiful source of water. Inside are cultivated Robusta beans. Excavate the cultural core of Fushan brand, and select three themes of water rhythm, hill spirit and artisan fortune to present overall vision.