Every design journey begins long before the first line is drawn, in the mind of a client we may not have yet met. It starts as a vision, quietly breathing to life, and continues to unfold long after the final coat of paint dries. Nothing lasting or meaningful is ever created without a dream or vision far greater than the simple exchange of currency—it is this aspiration that ignited the creative process for the rebranding of The Coffee Club, an iconic brand in Australia born in 1989.
Our journey with The Coffee Club began by deeply understanding the people and customers that are support the brand. We visited over 30 stores across five states in Australia to uncover the stories of franchise partners, operators, staff, and most importantly, the customers they serve daily. Who are they? What drives them? Where do they spend their time? And what do they think about the people who serve them, and about The Coffee Club brand itself? It’s through these insights that the foundation of the brief and design began to take shape.
The next step was applying the principles of “designing for behaviour” throughout the store designs, where the customer’s predictable behaviour took precedence over aesthetics. We believe that “People come first, design comes last” COOOP. Neuroscientists and behavioural psychologists have long told us that humans behave in predictable ways. Certain environmental triggers naturally guide us toward specific choices. For instance, the use of colour, proportion, seating types, and the colour temperature of lighting can subtly influence guest behaviour. Something as simple as the weight and texture of a chair can affect the length of a guest’s stay, whether in fast food, fast casual, or fine dining environments.
Building on these behavioural principles, The Coffee Club’s design direction draws inspiration from the nostalgic era of 1980s design—a period that feels both familiar and timeless to many. The intention was to nurture the existing mature loyal customer base while breathing new life into this iconic brand born in 1989, capturing the imagination of a younger generation. Rather than merely just drawing from its long heritage, we sought to recapture the spirit of the time when the brand first emerged.
This design approach allows us to bridge the past, present, and future, resonating with diverse audiences across generations. Through locally inspired artwork and wall installations, we celebrate both heritage and modernity, crafting environments that not only engage on an emotional level but also pay homage to the legacy that built The Coffee Club.
From this, we developed a design kit that offers flexibility within a defined framework. This allows franchisees to choose design palettes for their own stores based on visual principles, all while ensuring that predictable behavior triggers have been thoughtfully addressed through clever design. This approach empowers them to elevate their venues while maintaining a cohesive brand identity, working with very limited building budgets and a weeklong implementation time.
