Jamaica Blue enhances store design
In an effort to stay relevant.
To be gradually rolled-out across all Jamaica Blue cafés, the reinvigorated design concept was unveiled at Jamaica Blue Joondalup in Perth, which opened in March 2014.
"It isn't a 'new' store design but an enhancement of our former design," emphasised Drew Eide, Jamaica Blue National Brand Manager. "Jamaica Blue is a concept that has evolved over time and so essentially, the reinvigorated design is part of the natural evolution of the Jamaica Blue brand."
The enhanced store design aims to reflect the brand's personality, which Eide described as "a modern and fresh café brand that understands the desire of our customers to sit-back and indulge in a gourmet-quality coffee and freshly-prepared food within a relaxing yet functional space."
"It's sophisticated yet welcoming and it features the ambience of a verandah to help our customers enjoy their well-deserved 'time-out' at Jamaica Blue. At the same time, it captures the essence of our Jamaican coffee heritage with plenty of unique finishes such as Jamaican proverbs on the walls to intrigue our customers and pay homage to the laid-back and relaxed spirit of Jamaica."
It also aims to serve as a strategy designed to ensure that Jamaica Blue remains relevant in the ever-changing world of retail.
Distinct elements added in the store design include varying in-store zones to cater to particular shopper modes (i.e. grab ‘n go or dine in); details like coffee barrels used as light features and quirky graphics that indicate distance between the individual store and the island of Jamaica as well as Jamaican proverbs, with English translation; uncluttered counters; and polished concrete, timber floors and ceiling fans to deliver a verandah feel
