Louisa

Since 2006, Louisa has been building enthusiasm for high-quality coffee and providing an experience that caters to the coffee connoisseur in all of us. Louisa promotes coffee culture throughout Taiwan and is now the largest homegrown coffee chain, with more than 500 stores open nationwide. DDG brewed something unique, intense, and dramatic for Louisa to champion the artisanal coffee movement and differentiate it from the throngs of coffee shops throughout Taiwan. This distinctive identity pushed Louisa in a bold new direction that embodied the brand’s spirit.

Bold change, huge impact

Making changes to a highly recognizable local coffee brand was extremely challenging. To ensure Louisa not only differentiates from the others but stands out in the minds of consumers, Louisa agreed with DDG to break away from the complexity of the existing logo image and go with a modern logo image to celebrate the spirit of specialty coffee. That radical transformation immediately drew attention and established Louisa as the go-to choice for excellent coffee.

Simple and memorable

To make specialty coffee more accessible and an experience to be enjoyed daily, DDG suggested an ultra-simple identity with high-contrast colors that exude sophistication to meet the changing needs of chain store environments. The idea motivated Louisa to want a comfortable space and environment with an aesthetic representing the Louisa brand and telling its story. The new minimalist identity created a profound visual impact on the market. The design – led by a remarkable new logo – complements the overall improved brand experience with a renewed focus on quality without distractions, enhancing brand recognition.

Louisa takes Taiwan and aims beyond

The Louisa brand was successfully introduced, and stores opened all over Taiwan in over a year. The icon is a familiar symbol of great-tasting coffee nationwide. The unique brand image also won recognition from domestic and foreign design awards, serving as Taiwan’s specialty coffee. In 2019, Louisa also cooperated with Tsutaya Bookstore and entered the Southeast Asian market, bringing the footprint of the Taiwanese brand to the international market.