The Coffee Club have this week launched its fresh new brand platform. Previously scheduled to go live in March 2020, the week Australia went into COVID lock-down, the team are pleased that this launch coincides with Victorian café’s celebrating the lift to dine-in restrictions.
Developed by VMLY&R the new brand platform, Your Happy Place, spans across brand and customer experiences.
Andrew Kolb, Head of Strategy, VMLY&R Brisbane said the client identified it was time for a seismic strategic shift to safeguard the brand’s enduring appeal to new and existing customers, and the new platform aimed to inspire customers to find their happy place with The Coffee Club.
Kolb said: “We all love to go to our happy place – but it’s not a building, it’s a feeling. Working closely with The Coffee Club helped us uncover this truth and bring it to life in a relatable and fun way.”
VMLY&R Associate Creative Director, Chelsea Parks added: ““Good food, great coffee and a welcoming place where we can be our messiest, weirdest, whatever-est. For many of us, that’s our happy place and that’s what The Coffee Club offers in spades. So we turned the moments of happiness people experience every day in The Coffee Club – from the first sip of the coffee you’ve been fangin’ for to five minutes of quiet with your children – into little stories that we hope Australians relate to.”
Megan Magill – Chief Brand Officer, The Coffee Club said: “This is the final step in our brand evolution which started in 2019 with our positioning, customer experience review, menu offering, store design and brand identity including a new contemporised logo.
After a delayed start due to COVID it’s so exciting to finally see this brand platform come to life, and reassuring that the essence of connection in Your Happy Place is just as relevant now as it was when we developed it pre-pandemic.”
The creative spots, narrated by well-known Australian actor and comedian Stephen Curry, launch on FTA this week with a 30” execution of “Your Happy Place”. The launch spot is followed by 4 x 15’ tactical executions rolled out pre-Christmas. The video executions are further supported by a suite of photography assets across digital, social and OOH.
CCO – Paul Nagy
Head of Strategy – Andrew Kolb
Head of Customer Experience – Kirsty Robinson
Client Services Director – Joanna Millington
Associate Creative Directors – Chelsea Parkes and Guido Pecego
Copywriter – Shaun McMahon
Art Director – Yuji Sekiya
Head of Broadcast and Content. – Mignon Van Weeren
Executive Producer – Rachel Rider
Account Director – Emma Brosnan
Account Manager – Kaicie Connors
PRODUCTION – Eight Australia
Production Company – Eight Australia
Director – Matt Palmer
Producer – Nicole Richardson
DOP – Hugh Miller
POST PRODUCTION – Cutting Edge
Editor – Kerry Farrell
Sound – Mike Lange
Finishing – Steve Leacey
Executive Producer – Trelise Blade
Tobias Rowles | Sam I Am Management
MEDIA – CARAT
Emma Weston – Head of Client Leadership
Lauren Sayer – Client & Planning Director
Mark Pearson – Investment Manager
Kirsten Bucceri – Client Executive
CLIENT – THE COFFEE CLUB
Chief Brand Officer – Megan Magill
Marketing Manager – Jessica Altmann
Marketing Coordinator – D’Arcy Gannon