The Coffee Club harnesses ‘the glow of the old’ with Jana + Koos
The Coffee Club has undergone a rebrand under the banner ‘Nowstalgic’, combining new with “the glow of the old”.
Intended to mark the next phase of a transformation that began in 2024, the new identity pays homage to the 1980s — the decade when The Coffee Club was established by founders Emmanuel Drivas and Emmanuel Kokoris in Brisbane — while making use of modern design practices. The refreshed visuals span digital, pillars, fonts, logos, tone of voice and colours.
The Coffee Club collaborated with South African design and creative branding agency Jana + Koos on the refresh.
In a statement sent to Mumbrella, the agency’s executive creative director Jana Hamman explained the decision to leverage nostalgia for the project was prompted by its prevalence within today’s culture. And with the brand being created in the 1980s, it gave the agency the licence to pull from that era for today’s audience.
“Our strategically led visual direction draws on the resurgence of nostalgia and goes beyond just aesthetics. In an era where life feels always-on, people are seeking the glow of the old,” Hamman said.
“This pull towards the past is showing up everywhere in culture and brands, and The Coffee Club is in a unique position to embrace it. Born in 1989, we’re able to draw on that heritage – an era of stability, warmth, and togetherness – and reimagine what an ’80s Coffee Club could look like today – thoroughly modern, but gloriously golden.”
The cafe chain has also invested in a campaign to celebrate and raise awareness of the rebrand.
“The Club for Everyone” was designed to spotlight The Coffee Club’s position as an establishment that welcomes everyone at any time. The campaign also engages customers through weekly offers, such as secret menu items and complimentary ingredients, available through the cafe network’s app.
“We’re listening to what customers want – a welcoming space that is unique to their preferences and tastes – and evolving in a way that honours our past as a trusted and loved Australian brand, while staying relevant,” Nikki Price, general manager of marketing and product at The Coffee Club, said in a release.
“The rebrand celebrates our Australian spirit, nostalgic legacy and ongoing evolution, and ‘The Club For Everyone’ campaign brings this home in a fun and personal way that connects with customers.”
Apart from the visuals and campaign, the rebrand extends to the menu via several throwback toastie flavours, including Tuna Melt, Mushroom and Bolognese, and passionfruit or raspberry flavoured spider drinks.
Meanwhile, the cafe’s inclusion of “Dubai-inspired additions like Choc Pistachio and Pistachio Cloud Iced Lattes” keeps the ‘Nowstalgic’ label balanced.
“This is just the start of The Coffee Club’s transformation – there is more brewing, and more to look forward to,” Price said in the release.
Last year, The Coffee Club engaged Melbourne-based advertising agency Two Tractors and media agency RCJ on a campaign for its Three Stories coffee brand. The work featured celebrity chef and Masterchef Australia co-host Andy Allen.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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