衣索比亞的 Kaffa 省有一整片的野生咖啡森林，那就是傳說中發現咖啡豆的起源地。logo 以最簡單的幾何形狀描繪出咖啡森林的模樣，前後重疊的視野呈現五種不同感覺樹的顏色，就像咖啡豆多變的風味一樣層層疊疊，在 Simple 裡有 Kaffa 省的咖啡豆風味。

咖啡豆的包裝以貼紙做為識別，依照咖啡豆的風味和處理方式設計不同的圖樣，讓客人在挑選時能將咖啡豆的嗅覺感受結合視覺記憶，產生另一層次的想像。

SIMPLE KAFFA 創辦人吳則霖在 2016 World Barista Champion 世界咖啡大師賽中為台灣拿下第一個冠軍，爾後也希望將這份對咖啡的執念和專業傳遞給大眾，讓大家一同品嘗世界級的咖啡。

SIMPLE KAFFA 於 2019、2020 年皆得到「世界最佳咖啡館」第一名。

The Kaffa province of Ethiopia is home to vast wild coffee forests—widely recognized as the birthplace of coffee. The logo uses simple geometric forms to depict the landscape of these coffee forests. Overlapping foreground and background perspectives create five distinct tree colors, expressing layered visual depth that mirrors the complex, multi-dimensional flavor profiles of coffee beans. Within simplicity, the flavors of Kaffa are revealed.

Coffee bean packaging is identified through a sticker-based system. Different graphic patterns are designed according to each bean’s flavor profile and processing method, allowing customers to connect sensory aromas with visual memory as they choose their coffee—creating an added layer of imagination and experience.

SIMPLE KAFFA was founded by Wu Ze-Lin, who won Taiwan’s first-ever championship at the 2016 World Barista Championship. Since then, he has sought to share his passion and professional expertise with a wider audience, inviting more people to enjoy world-class coffee together. In 2019 and 2020, SIMPLE KAFFA was awarded World’s Best Coffee Shop, ranking first in the world.