晨間廚房 LA MORNING Brand Identity

La Morning is a breakfast chain brand originated in Pingtung County, Taiwan. Founded in 2000 by Mr. Huang Yi-Sheng and Mr. Chiu Ming-Cheng, La Morning has more than 600 stores throughout Taiwan and is a highly influential brand in the brunch field. In order to expand its presence in North America and Southeast Asia, as well as to be listed on the Taiwan Stock Exchange, the company has decided to commission CHEN YU MIN Design to carry out the overall brand identity design in 2024, covering brand image design, logo design, product packaging design, mascot image, uniforms, store space design, exhibition space design, etc., and to take “gradual change” as its core design strategy, to maximize the retention of the brand's original color configuration and visual style, to ensure that the brand's brand identity will be maintained. We use “gradual change” as the core design strategy to retain the brand's original color configuration and visual style to the greatest extent possible, to continue the original features and advantages, to let the brand's regular customers feel the brand's sincerity and importance, and to create a sense of brand fashion by adding new elements in line with today's market trends, in order to attract new market segments. In the six months since the introduction of the new design, monthly sales have increased by NT$6 million compared to the same period last year, the number of new stores has increased by more than 10%, and the number of fans has grown by more than 10,000, which proves that the design strategy and execution have been recognized by the commissioning owners and the market.