The Coffee Club — Lettuce Trimming

Brief With over 400 stores across 9 countries, 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…

The Coffee Club — Lettuce Trimming

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Brief
With over 400 stores across 9 countries, 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). The Coffee Club had become less relevant and attractive, and though well-known not as widely considered or visited as it once was.

It was time for The Coffee Club to reignite the love and make the brand great again!

Solution
We reimagined a distinctive brand identity for The Coffee Club inspired by their defining qualities; human, optimistic, caring and inclusive.

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.

The result is a visual and verbal language that captures delight across an array of touchpoints and gives new and existing customers a reason to drop in.

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