When the founder of RooVee contacted DID design for their brand new business – a coffee shop, they were not sure what to do. They are likely to fall into trap of cafe businesses’ trend at the moment, which mostly are using the same love feeling theme, like ‘made with love’, a ‘soul promise’, ‘ex-lover coffee’, etc. Since their first store will be open in the office environment, we suggest going with premium brand direction instead of the love theme which mostly fit with younger or teen audience. Finally, they come up with a unique name – RooVee, an abbreviation of his and his wife’s name – it also has a similar sound of “coffee’. We took the double O and E in their name as an advantage for the logo design. After several design iterations, they decided the hexagon enclosure and brown color are perfectly suit their new business venture’s identity.