Case 08 / 10Brand Solution

Northfield Coffee Co.

A home-city favourite, rebuilt to feel the same in every new city.

A full repositioning and identity refresh for a regional coffee chain scaling beyond its home city.

Industry: F&B / Retail
Year: 2025
Timeline: 10 weeks
Team: 6 specialists

0: Locations rolled out
0: New cities
0%: Lift in loyalty sign-ups
0+: Templated touchpoints

The brief

What we were up against.

The brand had outgrown its original identity while expanding beyond its home city, and needed to feel consistent across new locations.

Brand StrategyVisual Identity4 cities

Goals

Keep the local warmth regulars loved

Look consistent across every new location

Let store teams produce materials without a designer

Our approach

4 moves from brief to launch.

Step 01Weeks 1–2

Brand audit and repositioning strategy

Customer interviews and store visits to separate what's core from what's just habit.

You get

Brand audit and repositioning

Step 02Weeks 3–6

Visual identity refresh

Refreshed wordmark, illustration style and warm, roasted palette.

You get

Refreshed visual identity

Step 03Weeks 6–8

Guidelines built for multi-location consistency

Rules for signage, menus and interiors that flex by store size.

You get

Multi-location guidelines

Step 04Weeks 8–10

Rollout across signage, packaging, and digital

Rollout across cups, bags, signage, app and social with templates for store teams.

You get

120+ templates and rollout kit

The shift

Before us. After us.

Store consistency

Before

Each store improvised

After

One recognisable look

New store setup

Before

Designed from scratch

After

Kit-based, in days

Loyalty sign-ups

Before

Flat

After

+32%

Key insight

Regulars loved the details, not the logo.

Hand-drawn menu boards and the cup sleeve doodle came up in every interview. We kept both and built the system around them.

The outcome

Gave every new location a consistent identity without a design decision made from scratch each time.

The brief was 'grow without losing ourselves'. So we protected the quirks and systemised everything else.

Brand Strategist, Branding Crown

What we delivered

Brand auditRepositioningIdentity refreshSignage systemPackagingMenu templatesGuidelinesBrand auditRepositioningIdentity refreshSignage systemPackagingMenu templatesGuidelines

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