The Coffee Club has unveiled a refreshed identity, championing what it calls a ‘nowstalgic’ personality – fusing the old and the new.
This look is intended to reflect The Coffee Club’s spirit as a classic Australian café. It draws inspiration from the 1980s and adds 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, told Franchise Executives, “It’s important for brands to continue to evolve and rebrand in order to stay current and relevant, especially given the fast-paced nature of change in hospitality/F&B.
“This rebrand is an extension of the work that began in 2024 and aims to celebrate authenticity and be reflective of our customers. The style is more ‘in the moment’ – capturing the little spills, and glorious moments of biting into a cake or flaky pastry. There is nothing sterile or staged,” Price said.
The first campaign ‘The Club For Everyone’, highlights inclusivity and broad appeal, and includes a series of weekly app-only offers.
A campaign to change perceptions
Research indicated that there although the customer base is broad, there is a perception that The Coffee Club caters to an older demographic.
“So, by reflecting all ages in the campaign, we do hope to change that perception and attract younger demographics as well, without alienating existing customers,” Price said.
The brand refresh includes retro additions to its menu, including the Tuna Melt, Chicken Schnitzel, Bolognese and Mushroom Toasties, 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.
The major refurbishment program that began last year saw 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, and there are new cafes set to open by the end of the year.
