The Hi Coffee brand is a fluid system that works across a variety of store sizes and formats. It was imperative that we delivered a brand toolkit that could be applied to a kiosk or coffee machine and retain the same Hi Coffee values as a full size store.
The new brand identity is a playful acknowledgement of the stores surroundings and core target market in the travel industry. Bold typography, simplified messaging and travel puns working in tandem with striking graphics to help time-poor customers get from A to B.
(B in this case is a great cup of coffee)
(B in this case is a great cup of coffee)
"Hi Coffee entered the coffee-to-go market in 2013 and our goals have always been to grow as an independent brand within this sector. As our business grew and we started setting up shops in broader train stations across the south of England and Wales, we soon realised that our in store brand needed revitalising to carry out our mission in a more fluid, scalable and transparent way.
Our previous brand identity had several drawbacks and lacked the presence required for the diverse travel sector market, which we saw reflected in our sales. This being our core impetus to push harder and redevelop Hi Coffee with a whole new identity.
We worked closely with Arobase over several months as they unpicked almost every element of our brand. The new brand identify began roll out across our flagship stores in 2019 as well as refreshing our online presence. Customers have been extremely positive about the changes and we’ve seen an overall increase in sales since the rebrand.
We're delighted with the results and excited for the future of Hi Coffee."
Jonathan Hill, Managing Director
