The Coffee Club unveils new branding

The Coffee Club has unveiled a new brand identity showcasing a fresh logo, colour palette and images.

Sydney-based independent brand and creative studio Accompany was appointed to implement the change.

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.

There are design improvements to The Coffee Club menu, operations and services including new systems, technology, product packaging and in-store design.

The Coffee Club unveils its new brand identity | Inside Franchise Business

The Coffee Club unveils its new brand identity | Inside Franchise Business

Linda Jukic, owner and creative director at Accompany said “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.”

Accompany has introduced contemporary typefaces and given the brand an upbeat tone.  

Accompany designed The Coffee Club's new look | Inside Franchise Business

Accompany designed The Coffee Club’s new look | Inside Franchise Business

The stalwart cafe brand which began in Brisbane 31 years ago is owned by Minor DKL Food Group which operates more than 400 The Coffee Club stores around the world.

Megan Magill, chief brand officer at Minor DKL Food Group 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’.”