The Coffee Club
Next Project →
With over 400 stores across 9 countries and in its third decade, The Coffee Club is not only Australia’s largest home-grown cafe group it is also an Australian hospitality icon.
Today, the cafe playing field is more competitive than ever, filled with lots of local and independent cafes and Quick Service Restaurants (QSR’s) that follow the same category conventions (The Coffee Club included). It was time for The Coffee Club to reignite the love and make the brand great again!
We worked with The Coffee Club Executive team and International Board to reimagine a 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 a bold new logo. A design that grabs attention, personifies connection and one that the staff can wear with pride.
Collaborators
Ilya Milstein (Illustration)
McCartney Design (Store design)
SamSumo (Video)
Services
Logo
Brand identity
Brand video
Environmental graphics
Store signage
Store communications
Packaging
Uniform design
Merchandise
Brand style guide
Ongoing creative direction
Previous Identity
Process
From a new colour palette and photography approach, to the introduction of contemporary typefaces, upbeat tone of voice and smile in the mind illustrations the result is a visual and verbal language that captures delight and a warm welcome across an array of touchpoints.
Accompanied by improvements to their menu (we rate the smashed avo on sourdough!), operations and service, new systems, technology and store design — this is an exciting new era for The Coffee Club.
The internal launch of the new brand was met with tears (of joy) and many excited franchisees. We can’t wait to see what Australians think.
The Coffee Club
Next Project →
With over 400 stores across 9 countries and in its third decade, The Coffee Club is not only Australia’s largest home-grown cafe group it is also an Australian hospitality icon.
Today, the cafe playing field is more competitive than ever, filled with lots of local and independent cafes and Quick Service Restaurants (QSR’s) that follow the same category conventions (The Coffee Club included). It was time for The Coffee Club to reignite the love and make the brand great again!
We worked with The Coffee Club Executive team and International Board to reimagine a 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 a bold new logo. A design that grabs attention, personifies connection and one that the staff can wear with pride.
Services
Logo
Brand identity
Brand video
Environmental graphics
Store signage
Store communications
Packaging
Uniform design
Merchandise
Brand style guide
Ongoing creative direction
Collaborators
Ilya Milstein (Illustration)
McCartney Design (Store design)
SamSumo (Video)
Previous Identity
Process
From a new colour palette and photography approach, to the introduction of contemporary typefaces, upbeat tone of voice and smile in the mind illustrations the result is a visual and verbal language that captures delight and a warm welcome across an array of touchpoints.
Accompanied by improvements to their menu (we rate the smashed avo on sourdough!), operations and service, new systems, technology and store design — this is an exciting new era for The Coffee Club.
The internal launch of the new brand was met with tears (of joy) and many excited franchisees. We can’t wait to see what Australians think.
