Previous Identity
Ideation
“It’s not often that design expertise meets real world business and commercial reality with such precision. The team at Accompany are pros in brand strategy, identity development and design – and their consideration and understanding around application is invaluable.”
Previous Identity
Ideation
THE PROCESS
Kicking off the process was a comprehensive research project unpacking customer insights and category opportunities. The biggest learning was the experience gap. 94% of Australian know about The Coffee Club, but only 20% of Australians are experiencing The Coffee Club; with lack of relevance and differentiation cited as the main reason. Though The Coffee Club was frequented by all age groups, lifestyles, professions and occasion types, an opportunity was defined around attracting a younger audience.
We worked with The Coffee Club Executive team and International Board to reimagine a new brand identity inspired by their defining qualities; human, optimistic, caring and filoxenia (that’s Greek for welcoming customers like you would a guest in your own home).
At the heart of it all we created a bold new logo. A stylised ‘C’ that personifies connection and a symbol that staff can wear with pride. The introduction of an icon into the brand toolkit alongside a new typographic wordmark a critical component, noting that their previous purely typographic logo didn’t serve today’s channels notably digital and social.
Complimenting the new logo we developed a new colour palette, photography and typography approach, introduced an upbeat tone of voice and smile in the mind illustrations. The combination; a visual and verbal language that captures delight and a warm welcome across an array of touchpoints.
We worked with the business in defining and designing the brand experience, from store signage to uniform design, packaging to store communications, down to details such as introducing coffee machines in the new brand egg shell blue.
The business also undertook a deep dive into their operations, re-looking at everything from digital technology, data, service, partners, loyalty, to menu, take-away and sustainability. Though they recognised they needed a new identity, they understood that a change above the door would mean nothing if the experience itself had not been changed.
“It’s not often that design expertise meets real world business and commercial reality with such precision. The team at Accompany are pros in brand strategy, identity development and design – and their consideration and understanding around application is invaluable.”
We acknowledge the traditional custodians of the land our studio resides on – the Gadigal people of the Eora Nation. We pay our respect to their elders past, present and future and extend this respect to Aboriginal and Torres Strait Islander peoples who may visit our site.
© The Accompany Group
All Rights Reserved
We acknowledge the traditional custodians of the land our studio resides on – the Gadigal people of the Eora Nation. We pay our respect to their elders past, present and future and extend this respect to Aboriginal and Torres Strait Islander peoples who may visit our site.
© The Accompany Group
All Rights Reserved