Coffee Republic has appointed Conran & Partners to refresh the coffee bar chain’s image on the high street. The move is part of the company turnaround strategy spearheaded by Chief Executive Tariq Affara, which includes plans for a further twenty units across the UK in the next twelve months.
The decision to invest in the revitalisation of the Coffee Republic brand were prompted when research showed that women were less likely to be attracted by the dark colours of current interiors.
Commenting on the appointment Mr Affara said; “We are not talking about re branding the company, we simply want to broaden the appeal of the brand and enhance everything that is good about it. Coffee Republic is still about providing the best genuine Italian roasted coffee in the market. Coffee connoisseurs get it already, now we are reaching out to a wider market and make our bars even more attractive to spend time in. Conran & Partners is known for marrying cool design with commercial success for its customers and we are looking forward to working with them to propel Coffee Republic into its next phase of growth.”
The design practice is currently working with Coffee Republic’s business team to develop the new look coffee bars.
Paul Zara of Conran & Partners added; “Design quality is sorely lacking in the other high street coffee shops. We are looking at a central London flagship site to test the concept, then we hope to roll it out around the UK and abroad.”