With over 400 stores across 9 countries and in its third decade, The Coffee Club is not only Australia’s largest home-grown cafe group it is also an Australian hospitality icon. The brand was in danger of entering a commoditised space where it was more known than liked.
At the heart of it all Accompany Group created a bold new logo. A stylised ‘C’ that personifies connection and a symbol that staff can wear with pride. The introduction of an icon into the brand toolkit alongside a new typographic wordmark a critical component, noting that their previous purely typographic logo didn’t serve today’s channels notably digital and social.
Complimenting the new logo we developed a new colour palette, photography and typography approach, introduced an upbeat tone of voice, smile in the mind illustrations and flexible layout system. The combination; a visual and verbal language that captures delight and a warm welcome across an array of touchpoints.
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The Coffee Club
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