The chain says the design is also focused on the customer journey.
Minor DKL Food Group-owned The Coffee Club is moving away from its traditional design, having unveiled a new look and feel with the launch of its latest store in The Glen shopping centre in Melbourne.
Working with speciality design firm McCartney Design and branding firm Accompany Group, the store design looks to reflect the coffee chain’s ‘changing face’ and history, along with the heritage of the Glen Waverley region.
“What The Coffee Club wanted with this store was an evolution, focusing on appealing to a younger customer segment but also hoping to appeal to existing customers. It wanted to grow its takeaway offering and to refocus on coffee, food, and customer experience,” McCartney Design creative director Gary McCartney explained.
“As part of the design process, we researched the location and actually discovered the site once grew apple and pear orchards. This inspired us to incorporate greenery into the store and use materials that inspired comfort.”
The Coffee Club's new store features a long table, paying tribute to the chain's heritage. Photo: Supplied
One of the store’s key features is a long table at its centre, serving to pay homage to The Coffee Club founders’ Greek heritage.
“We wanted to make the new store a place of comfort, designed to entertain guests,” McCartney said.
Speaking from a branding perspective, Accompany Group founder and creative director Linda Jukic said they used a ‘fresher’ colour palette than those associated with the brand.
“New colours introduced were terracotta and duck egg blue. We also incorporated a spectrum of coffee colours - mocha, latte, and cappuccino - to create a lighter, distinctive palette,” she said.
An artist will also be tapped to create unique illustrations for the franchised store.
“It is exciting to open the first store in our new design. This is an important part of The Coffee Club brand refresh aiming to consistently deliver the most customer connected café experience
in the world,” Minor DKL Food Group CEO Nick Bryden said.
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