The Coffee Club has developed a new brand identity in partnership with Sydney-based independent brand and creative studio Accompany.
According to Accompany, it was appointed to reignite Australia’s love for The Coffee Club brand and support a new era for the business. As a “customer-obsessed” business driven to continually improve its café experience, the new identity will consolidate its position as a preferred provider of hospitality.
“We set-out to reimagine a brand identity influenced by The Coffee Club’s defining qualities; human, optimistic, caring,” says Accompany owner and Creative Director Linda Jukic.
“We also wanted to produce a creative solution that would in a bigger way, shake-up the category.
“At the heart of the work is a bold new logo design built to grab attention, personify connection and is one that the staff – on the front-line of The Coffee Club’s standout service – can wear with pride.”
An adjusted plan
The Coffee Club’s new brand was scheduled to launch in March this year. However, due to COVID-19, this plan has been adjusted and a softer brand renewal is underway.
To date the new brand identity has been incorporated into digital channels and multiple touch points in store, accompanied by design improvements to The Coffee Club menu, operations and services including new systems, technology, product packaging and in-store design.
“It’s been a delight to partner with Linda and the talented team at Accompany to deliver on our future vision for The Coffee Club brand,” says Minor DKL Food Group Chief Brand Officer Megan Magill said.
“Although our original launch plans were waylaid by the pandemic, we are incredibly proud of our new brand identity and the first steps taken in our journey toward becoming the most customer connected café experience. We are looking forward to extending this into a fully integrated renewal that will reposition The Coffee Club as ‘Your Happy Place’.
“In a highly competitive market framed generally by category conventions, we are building an exceptional unified customer experience and are excited about growth for the future in Australia and beyond.”
