FRESH FACED
Cafe chain Stellarossa and retailer Carpet Court are sporting new looks.
New looks for two established chains.
Afresh logo, a refined colour scheme, a contemporary layout - all these can easily invigorate a brand.
New Stellarossa cafes are sporting a fresh look as the chain works on expanding business models to include a drive through.
The first drive through outlet at Sippy Downs on the Sunshine Coast was set for a mid April opening.
Further expansion includes a further four cafe outlets scheduled to open by September.
Upcoming sites will be liveried in the brand new look showcased by the just-open store at Pumicestone Village in the Caboolture/Bribie Island corridor.
Founder and franchisor Darren Schulz tells Inside Franchise Business about the thinking behind the new design.
“We wanted to create a warmer and more comfortable environment for our customers. Our brief to the designer was to create a a more traditional cafe feel with elements of European cafes and bars that are decades old and stand the test of time.”
Schulz says the store design avoids a literal translation of the traditional dark and heavy European cafe and retains some of the lightness familiar to Stellarossa customers.
Expansion continues for the Queensland-based cafe chain. There is a lot of opportunity in the home state right now, says Schulz, but the business is geared up for Australia-wide growth.
There is a target of up to 12 drive through outlets to launch over the next two years.
Carpet Court has launched a brand new-look alongside its largest brand campaign.
The aim is to create a brighter and more approachable image as well as inject inspiration and energy into the brand.
A new logo, the rebrand and advertising campaign (‘Dream it. Style it. Live it’) was developed by Carpet Court’s board and executive team.
The new look extends to external signage and all 209 stores will be rebranded by the end of this year.
Carpet Court chief marketing officer Kara Norris says “We know that consumers today are more sophisticated than ever before, so we needed to prove that we’re on top of the trends.
“The rebrand and new campaign aims to connect with our consumers at the ‘dream it’ phase, the very start of their renovation journey, and show them that Carpet Court can help put their home dreams together.”
The creative strategy aims to connect with consumers during the inspiration phase by creating a moodboard look-andfeel using a mix of styles and products in a stream of moving inspiration.
Part of a comprehensive integrated campaign, the first 30 second brand TVC will be followed by six further ads focused on trends. The marketing strategy is to add tactical versions throughout the year.
The media strategy to support the new look covers broadcast, digital, social media and print.