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). The Coffee Club had become less relevant and attractive, and though well-known not as widely considered or visited as it once was.
At the heart of it all a bold new logo. A design that inspires connection, grabs attention and that the staff can wear with pride. We introduced a new colour palette and photography approach, contemporary typefaces, upbeat tone of voice and smile in the mind illustrations.