LIN COFFEE was firstly established in Tainan, starting off there, it has been extending its journey till Kaohsiung and Taichung. With the spirit of initial fascination for coffee, now it decides to share the best coffee with more people it encounters along the way. LIN COFFEE decides to focus on its business in Taichung. Taking “Royal Taste, Upgraded Quality” as the main concept, LIN COFFEE decided to bring out the new brand THE ONE. THE ONE symbolizes the European exquisite coffee culture, integrating with particular features of golf and high-end pet products. The whole Visual Identity System is rebranded, from brand naming, font design, color choices, to merchandise, leading to the new journey towards the best coffee experience. The brand naming: THE ONE- The Good One, brings out two essential elements of the brand. “THE” means the only and the limited edition; Thus, no matter it’s either on the service or the coffee itself, THE ONE always offers the unique experience and high-quality. “ONE” symbolizes the coffee beans; the gift of nature that is reaped from the land, contributing to life with coffee. THE ONE persists in bringing the world’s best coffee back to Taiwan, extracting it into the one and only.Starting off from a coffee bean, the story of THE ONE begins wishing to offer wonderful experiences with a sip of each cup of coffee, with the spirit of finest service. The four-pointed star, functioning as the first impression of THE ONE’s logo, echoes with the brightest star in the sky, the Polaris. With the guidance of Polaris, symbolizing a very important person, the journey of life is led with direction. To deconstruct each alphabet of the logo: “T” symbolizes the breakthrough from the traditional form of coffee experience, bringing the elegant sip of coffee with the highest quality; “H,” with it opens up upwards and downwards, it symbolizes the door to travel through time; “E” constructed as an image of shelves, carries on the mission to communicate artistically with the brand-new concept of THE ONE.
Credits

THAT'S RIGHT Planning Consulting Co., Ltd.
YANG TSUNG-HAN
THAT'S RIGHT Planning Consulting Co., Ltd.
CHEN PO-YIN
THAT'S RIGHT Planning Consulting Co., Ltd.
CAI YA-TING