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Aroma Coffee is a multi-dimensional coffee shop, dedicated to providing coffee lovers with a comprehensive coffee experience space. The Aroma brand was inspired by the Aroma unique to different coffee beans. After integrated thinking, the company is determined to integrate the odor of coffee in different stages into the consumption scene. With “smell first”, it shapes the unique aroma of each cup of coffee, reshapes the diversified coffee culture, and makes consumers form product memory. Thus, the whole set of brand establishment of Aroma coffee, such as its brand positioning/naming/concept /slogan/ VI system/various kinds of design, has been completed by Surprise Company.