OUR BRAND STORY “Koufu” refers to the Chinese "口福" belief that it is one’s good fortune to feast on good food. Since our establishment in 2002, we have held this same belief. To bring forth ‘Koufu’ to everyone, we make it our mission to provide good food and services that everyone is able to enjoy through our deep roots in traditional Singaporean cooking and in true coffee shop tradition. We adopt this comprehensive approach to provide such good fortune for generations of loyal customers. Koufu’s logo represents the company’s commitment to making a difference to the well being of everyone through its food services. Sweeping calligraphic brush strokes depict the Chinese character for the word “mouth”, linking the logo to the food business and the company’s emphasis on treasuring traditions. In contrast to the bold monolithic Chinese character is the Hanyu Pinyin representation of the name underneath. It conveys the youthfulness and friendliness of the business. This juxtaposition between the traditional and the modern demonstrates Koufu’s drive to stay competitive while preserving traditions. The Chinese phrase for Koufu reinforces this ideology. The colour of the logo conveys the passion Koufu has for the business and also the strength acquired by ensuring excellence from which prosperity will come. This positive spirit extends from the logo to the food and services.