Coffee Republic updates stores to target women

Coffee Republic: redesigned
Coffee Republic: redesigned

Coffee Republic is rolling out a fresh visual identity and store design as it looks to broaden its appeal.

The coffee-shop chain, which launched in the UK in 1995, hired design agency Conran & Partners to lead the revamp. The first store to receive the makeover is in Hove, West Sussex, with its London cafes to follow in the next six months.

Coffee Republic will use lighter colours in its branding and store furnishings, as it found its previous dark palette and "masculine" bar interiors were "off-putting" to women. Stores will now have lighter walls, black and white tiled floors and red furniture.

The visual identity spells out Coffee Republic in a simple font on a white background. The previous logo was in white on a dark background, alongside a red heart motif and the line "In coffee we trust".

The company's chief executive, Tariq Affara, said the brand needed to widen its appeal without alienating its existing customer base. The chain has more than 100 UK outlets, including its concessions in Cineworld cinemas.

Coffee Republic is the latest in a succession of coffee-shop brands to either rebrand or launch fresh store formats.

Earlier this month, Costa Coffee ramped up its efforts to win over inner-city coffee drinkers with the launch of its first Costa Coffee Metropolitan store, on Great Portland Street in London's West End.

The store features exposed brickwork, glass, stone and timber, quirky lighting and bold artwork to differentiate it from Costa's traditional outlets. The Metropolitan branches will focus on hot food.

Last year, Starbucks opened the first of a series of "retro" shops in London to tap into its origins as a local coffee house. The first store featured antique furniture to create a more "bohemian" atmosphere.

Starbucks aims to convert more than 100 UK branches to this format by the end of the year.



  • Costa Coffee, 1000
  • Starbucks, 717
  • Caffe Nero, 410
  • Caffe Ritazza, 183
  • BB's Coffee & Muffins, 133
  • Coffee Republic, 62*

*Not including Cineworld concessions
Source: Allegra Strategies, Dec 2009


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message