The Coffee Club launches brand refresh in new ‘The Club For Everyone’ campaign via Jana + Koos 

Australian home-grown café network The Coffee Club, has unveiled a dynamic new rebrand that honours its rich heritage as an icon of Australian coffee culture, while boldly reimagining itself for a new era. This refreshed identity champions a distinctive ‘nowstalgic’ personality – a vibrant fusion of the old and the new – that infuses every aspect of the brand. The new refresh was driven by agency partners Jana + Koos, TPP Global Productions, RCJ and Optimo.

The new look and feel reflects The Coffee Club’s spirit as a classic Australian café – relaxed, inclusive and authentically welcoming – that was born in 1989 when two friends were looking to keep their conversation going over a coffee. Drawing inspiration from the 80s and infused with modern design cues, the new brand identity spans logo, fonts, colours, pillars, tone of voice – and a complete digital refresh.

Nikki Price, General Manager, Marketing and Product explains that deep research into customer needs and behaviour has shaped the rebrand: “We’re listening to what customers want – a welcoming space that is unique to their preferences and tastes – and evolving in a way that honours our past as a trusted and loved Australian brand, while staying relevant.

“The rebrand celebrates our Australian spirit, nostalgic legacy and ongoing evolution, and ‘The Club For Everyone’ campaign brings this home in a fun and personal way that connects with customers.”

Alongside the design revival come playful touches. There are retro additions to its range of Toasties, including the Tuna Melt, Chicken Schnitzel, Bolognese and Mushroom Toasties, all packed with old-school flavours, built on traditional thick-cut white bread, and served with a side of crisps. Spiders also make a come-back, in raspberry or passionfruit flavours – an homage to The Coffee Club’s past.

Beverage innovation also keeps pace with changing preferences, this time featuring Dubai-inspired additions like Choc Pistachio and Pistachio Cloud Iced Lattes. A pioneer in beverage trends, The Coffee Club was the first major café chain in Australia to introduce matcha nationwide and has introduced a host of limited-time coffee-based drinks this year, including the Coconut Cloud Latte, Blueberry Iced Latte, and Cracking Latte.

This ongoing innovation meets rising demand for unique beverages, particularly among younger customers and solidifies The Coffee Club’s leadership in the café space.

The first campaign to support and celebrate the rebrand is ‘The Club For Everyone’, which is being brought to life across its cafés nationwide. Highlighting inclusivity and broad appeal, the campaign emphasises The Coffee Club’s evolution as a welcoming space for everyone, every day.

The campaign shines a light on what makes a club truly special – the different people, tastes and moments that come together at The Coffee Club daily. Whether customers prefer their morning coffee with a soy-vanilla twist, or they’re craving a come-back favourite like a Toastie or a Spider, or they’re sneaking in after work for a slice of cake – there is something for everyone, anytime.

The campaign also includes a series of playful weekly offers, that celebrate individuality and unique flavours, and are only available through The Club’s free app. Members are notified of the rotating ‘secret menu’ items each week, including Maple Bacon Pancakes, Chip Toasties and a Milkshake & Fries combo. Individuality is further celebrated with free alternative milks, complimentary burger pickles, double Hollandaise sauce on the flagship Eggs Benny, and crust-free Toasties – all designed to connect with customers in memorable ways and demonstrate the brand as The Club for Everyone.

The rebrand is the next chapter of The Coffee Club’s transformation, which began in 2024 with a major refurbishment program and the introduction of three new store formats tailored to the needs of each community. In the past 52 weeks, 52 stores have been refurbished with plans to reach 80 upgraded stores by the end of 2025. Recent refurbishments include Adelaide Terrace (WA), Bribie Island (QLD), and Empire Rockhampton (QLD).

In addition to refurbishments, a number of new cafés are expected to open by the end of the year, including in Noranda, Perth. The new Noranda store will open on Wednesday 1st October, celebrating with a Free Coffee Friday and a Super Saturday launch with $2 Brekkie Buns from 10am-2pm, games, prizes and children’s face painting.

“This is just the start of The Coffee Club’s transformation – there is more brewing, and more to look forward to,” says Price.

Creative Agency: Jana + Koos
General Manager – Marketing & Product: Nikki Price
Head of Marketing – The Coffee Club: Paris Hopper
Production: TPP Global Productions
Photographer & Director: Michael Tartaglia
Media Partner: RCJ
Design Partner: Optimo

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