Australian home-grown café network, The Coffee Club, has unveiled a new rebrand that honours its rich heritage as an icon of Australian coffee culture, while boldly reimagining itself for a new era.
This refreshed identity champions a distinctive ‘nowstalgic’ personality—a vibrant fusion of the old and the new—that infuses every aspect of the brand. The new look and feel reflects The Coffee Club’s spirit as a classic Australian café—relaxed, inclusive and authentically welcoming—that was born in 1989 when two friends were looking to keep their conversation going over a coffee.
Drawing inspiration from the 80s and infused with 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 explains that deep research into customer needs and behaviour has shaped the rebrand. “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.
“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.”
The first campaign to support and celebrate the rebrand is ‘The Club For Everyone’, which is being brought to life across its cafés nationwide. Highlighting inclusivity and broad appeal, the campaign emphasises The Coffee Club’s evolution as a welcoming space for everyone, every day.
The campaign shines a light on what makes a club truly special—the different people, tastes and moments that come together at The Coffee Club daily. Whether customers prefer their morning coffee with a soy-vanilla twist, or they’re craving a come-back favourite like a toastie or a spider, or they’re sneaking in after work for a slice of cake—there is something for everyone, anytime.
The campaign also includes weekly offers, that celebrate individuality and unique flavours, and are only available through The Club’s free app. Members are notified of the rotating secret menu items each week, including maple bacon pancakes, chip toasties and a milkshake and fries combo.
Individuality is further celebrated with free alternative milks, complimentary burger pickles, double hollandaise sauce on the flagship eggs benny, and crust-free toasties—all designed to connect with customers in memorable ways and demonstrate the brand as ‘The Club for Everyone.’
The rebrand is the next chapter of The Coffee Club’s transformation, which began in 2024 with a major refurbishment program and 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.
Recent refurbishments include Adelaide Terrace (WA), Bribie Island (QLD), and Empire Rockhampton (QLD).
In addition to refurbishments, a number of new cafés are expected to open by the end of the year, including in Noranda, Perth. The new Noranda store will open on Wednesday October 1, celebrating with a free coffee Friday and a super Saturday launch with $2 brekkie buns from 10am-2pm, games, prizes and children’s face painting.
