LOUNGE’s brand identity offers customers new visuals. The graphics use gold lines that represent taste, flavor and preference, an expression of the company's main message: creative taste and relaxation. The sophisticated shapes of the various symbols created with the gold lines connote intense flavor, a diversity of preferences, and enjoyment. The brand identity also includes symbols for curious, enjoyable, and attractive, the three core values LOUNGE wants to convey to customers. Each is represented by one of the branding's three gold-line graphic styles: Line, Color Split, and Pattern.