Learn from LAP-Coffee

When brand & design are more important than the coffee itself

LAP Coffee Design

It's crazy how a fast-food version of coffee can polarize. Here in Hamburg, there's a lot of excitement because LAP Coffee opens its first branches. "Investor product, fully automated, cup waste, soulless" – and everyone's talking about it.

I'm not the target audience myself (I only had to buy a coffee there for research reasons 😀 ), I prefer a flat white lovingly prepared with a portafilter machine from my coffee shop around the corner.

Nevertheless, I find LAP Coffee very interesting – because there is a lot to learn from the perspective of brand positioning and design:

👉 Stringent brand positioning

Urban, uncomplicated, stylish, affordable.

👉 Consistent target group orientation:

LAP is affordable, fast, digital – and thus clearly geared to the needs of GenZ

👉 Brand collaborations and events

For example, with Adidas or Lululemon - increase reach and credibility and convey an urban lifestyle.

👉 Clear brand CI:

Blue is used consistently as a brand color across all touchpoints. In my opinion, it's a shade that's disconcerting (I find it bold for coffee), but it also makes it stand out.

👉 Packaging design ,

which is logically derived from the brand positioning: reduced, modern, instagrammable.

👉 Minimalist stores

and digital channels that are consistently styled.

My conclusion:

At LAP, brand and design play a central role. This makes it not "just another basic coffee chain," but "a social media hype that's instantly recognizable." And when this consistent branding is combined with an attractive price, I'm not surprised the concept works.

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#integritydesignhamburg #brandtransformation #BrandStrategy #PackagingDesign #corporatedesign

LinkedIn Post: September 22, 2025 by Katja Wagner