The Coffee Club launches new branding via Sydney brand and creative studio ACCOMPANY
Australian hospitality icon, The Coffee Club has developed a new brand identity in partnership with Sydney-based independent brand and creative studio ACCOMPANY.
Beginning in Brisbane in 1989, The Coffee Club has become Australia’s largest home-grown café group and is a leading Australian food franchisor. Owned by Minor DKL Food Group, The Coffee Club operates over 400 stores around the world.
ACCOMPANY 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.
Says Linda Jukic, owner and creative director at ACCOMPANY: “We set-out to reimagine a brand identity influenced by The Coffee Club’s defining qualities; human, optimistic, caring. 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.”
From a new colour palette and photography approach through the introduction of contemporary typefaces to the upbeat tone of voice and charming illustrations, the result by ACCOMPANY for The Coffee Club is a visual and verbal language, capturing delight and a warm welcome, versatile for use across a diverse range of touchpoints.
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.
Says Megan Magill, chief brand officer at Minor DKL Food Group: “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.
“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.”
ACCOMPANY’s recent experience includes working with Opera Australia, Merino Construction, Burnbrae Wines, and in the banking and financial sector with Volt Bank and 360 Capital.
ACCOMPANY
Linda Jukic – Creative Director
Elizaveta Pogossov – Senior Designer
Joy Li – Designer
And extended Accompany team
Collaborators:
Ilya Milstein (Illustration)
McCartney Design (Store design)
The Coffee Club Marketing team:
Megan Magill – Chief Brand Officer
Jessica Altmann – Brand and Comms Manager
PR Manager: ACCOMPANY
Instagram: @accompany,group
11 Comments
Really nice work, Linda
Agree! Nice one.
Such a bland, boring, poor mark as “the heart of the work”. Uni student stuff. Missed opportunity.
Wow what a hug improvement! Loving the colors and logo.
Snooze. Trendy now, but give it a couple years and it’ll change again.
Looks ace. They needed it too.
SO good and SO necessary!
New cups are great! Nice illustration, reminds me of New Yorker style editorial.
So disappointing! Having grown up in Coffee Clubs, this identity has created a fake sense warmth and says nothing about the integrity of the coffee, or brought to life the notion of a club. Where is the idea about rituals and connection and memories at these institutions?
What is the concept? I’m not seeing how there is any translation of the true experience, to the legacy of one of Australia’s original coffee institutions.
I agree with one of the comments above. This is a missed opportunity for an iconic brand – very junior.
What a huge lift from the old brand! Love the Coffee Club but it seriously needed a new look. Loving this – great logo and colours!
Bland logo.