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The Coffee Club reveals new look and tagline

Sarah Stowe

The Coffee Club has swapped ‘Where will I meet you?’ for a new tagline ‘Your happy place’. It’s all part of a brand new identity for the Aussie franchise cafe chain which is sporting a fresh logo, colour palette and images.

The Coffee Club’s lighter, more whimsical new look was due for a March release but Covid-19 scuppered that plan.

Now the brand shift is underway with a softer launch schedule.

The Coffee Club reveals new look

So far the new brand identity can be seen in digital channels and at 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 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’.”

The Coffee Club reveals new look in its rebrand | Inside Franchise Business
The Coffee Club reveals new look in its rebrand | Inside Franchise Business

Linda Jukic, owner and creative director at Accompany, which created the new-look, 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 designed The Coffee Club's new look | Inside Franchise Business
Accompany designed The Coffee Club’s new look | Inside Franchise Business