Branding
Throughout Hudsons Coffee's operation, the chain has kept their outlets' colour scheme dark, maroon in colour, with wooden tables and panelling complementing the look. Since 2008, Hail Design was employed by the company to give its outlets a refresh which included a slightly updated logo supported by quirky hand-drawn illustrations on the walls, various products and packaging which Hail Design states, "help create a feeling of warmth, fun and energy." As of August 2012, not all older stores have adopted this look yet.
In February 2012, Emirates reopened its second Melbourne Airport T2 Hudsons Coffee outlet with a radical new look, logo and slogan - 'A little love in every drop' - conceived by Hoyne Design. This outlet is being used by the company as a trial site for customer feedback and sales data as research showed public perception of the brand had dimmed in recent years in favour of independent cafés. Emirates have recently stated that they would like to grow the chain to at least 250 outlets domestically before expanding internationally, thus a redesign is necessary for this to be achieved. Hoyne Design says, "the rebrand embraces the spirit of independent cafés, moving away from pedestrian aesthetics associated with chains." It has been deemed a success as research since this store's reopening has shown customer feedback with 98 per cent approval and double digit sales growth.
Read more about this topic: Hudsons Coffee