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Cafe Express “Fluent in Fresh”

Web Design & Brand Refresh

Situation:

Cafe Express had not undergone a brand update since its launch, nearly 30 years ago. And while the fast-casual concept was rooted in fresh food, the brand itself felt somewhat stale. It didn’t stand for much. This was all too convenient for the new competition — big-budget chains — who were looking to claim their share of the market.

Solution:

After taking a deep dive into the Cafe Express story, we gave the brand a clear point of difference in the “Fluent in Fresh” campaign. Complete with a new tagline, a redesigned website, and gorgeously shot food photography, we highlighted the freshness inherent in every dish and inspired a love of good eating. The impact went beyond sales. It led to a dramatic shift in mindset of Cafe Express employees. Turns out everyone likes fresh food.

Cafe Express' redesigned website features beautiful new food photography, user-friendly site navigation, and a new brand voice.
Appetizing in-store POS furthered our Cafe Express brand refresh – pun very much intended.

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