I still remember the first day we worked the brand CEO of TRUE at that time, almost 20 years ago, and convinced to do a cafe.

We tested with the pilot concept shop at True Urbanpark Siam Paragon.

What we called as an initiative idea was; the brand TRUE, which was only a cellular network and internet provider at that time, could not be physically ‘consumed’ by people because there is no tangible element to be touched, felt or tasted by regular sensory perception. So I think the idea of ‘drinking’ the brand will be controversially interesting. A branded cafe would allow people to ideally ‘swallow’ the totality of the brand and make the brand more real. And that was the beginning of the idea for TRUE COFFEE

We designed every packaging, logo and new ‘branding’ for the cafe, which were very much different and ‘conceptual’ than what we are seeing now as the idea was fully embraced as TRUE COFFEE.

I became to think of what we did, twenty years ago, has now the similar idea been presented through differences of ‘high brand’, from fashion to premium luggage brand. The idea of ‘drinking or eating’ the brand has become necessary crucial to the fully embracement of the brand, as people are more in need of this brand’s totality of experience.

It was an original idea of ‘branding embracement’ that we are so proud of that we commence it with TRUE. Can’t wait to work on the next idea that will become a nominal domain, twenty years from now.