The Coffee Club unveils new brand identity

The brand refresh followed research into customer needs and behaviour.

The Coffee Club has unveiled a new brand identity, aiming to balance its long-standing place in Australia’s café culture with a more modern look.

The redesign draws on 1980s influences mixed with modern design and includes changes to the logo, fonts, colours, pillars, tone of voice and digital presence.

General manager of marketing and product Nikki Price said the shift followed research into customer needs and behaviour.

The menu has also been tweaked with a retro touch. Toasties are back on thick-cut white bread with fillings like tuna melt, chicken schnitzel, bolognese and mushroom, served with crisps.

Spiders return in raspberry and passionfruit flavours. Other drinks cater to newer tastes, including Dubai-inspired Choc Pistachio and Pistachio Cloud Iced Lattes.

A national campaign, “The Club For Everyone,” is being used to promote the changes. Alongside the new branding, weekly app-only deals feature limited-time and ‘secret menu’ items, including maple bacon pancakes, chip toasties, and a milkshake-and-fries combo.

Perks like free alternative milks, complimentary burger pickles, double Hollandaise sauce on the flagship Eggs Benny, and crust-free Toasties are also part of the push.

The brand refresh follows a refurbishment programme launched in 2024. In the past year, 52 stores have been upgraded, with plans for 80 by the end of 2025.

Recent makeovers include cafés in Adelaide Terrace (WA), Bribie Island (QLD), and Empire Rockhampton (QLD).

In addition to refurbishments, new cafés are expected to open by the end of the year, including in Noranda, Perth.

The new Noranda store will open on 1 October, celebrating with a ‘Free Coffee Friday’ and a ‘Super Saturday’ launch with $2 Brekkie Buns from 10:00 a.m. to 2:00 p.m., plus games, prizes and children’s face painting.