Taf is a standard for coffee hedonists in Greece, known for its expertise and long-term experience in high quality coffee. Typical organization cannot be typical without coffee, that’s why it was a chance for us to redesign a range of Taf objects. Our approach was typical in the sense that we did not reinvent something from zero but rather we traveled back to zero; the archetypical. We cleared the surface and unearthed a somehow existing solid brand structure, corresponding and evoking in our perspective, to the ethical, almost scientific and non compromising attitude of Taf towards coffee. Attached the first objects on which we applied the reestablished standards.