Everything began with an ordinary evening drink. Filters Lane has two founders. The two founders were strangers but somehow they met. They shared similar coffee ideals and agreed to roast their own beans and brew filter coffee as many as pulling out espresso shots. Then things got serious.
One naming proposal after another, the business venture had no name until a friend spilled out a word “lane” at a lunch. On the next day, the project director of our sister’s brand management business took upon the daunting creative task. Over many nights of heavy coffee consumption, her team swung the magic wands. Things started to get rolling.