Cafe Express “Fluent in Fresh”
Web Design & Brand Refresh
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.
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.