Rebranding for MyFriendCoffee, a speciality coffee shop in Barcelona
We helped MyFriendCoffee stop looking like a neighbourhood café and get the image its coffee deserved. Today they have three locations, with a fourth on the way.
Client
MyFriendCoffee
Sector
Speciality coffee and brunch
Market
Barcelona
The starting point: great coffee nobody could see from the street
MyFriendCoffee had a fantastic product, a carefully made brunch and friendly service, but it looked like any other neighbourhood café. People walking past didn't recognise it as a speciality coffee spot, so they didn't go in.
The business was doing fine with its regulars. What it struggled with was getting new people to see the value of what was in front of them.
Why MyFriendCoffee wasn't read as a speciality coffee shop
We looked at how speciality coffee shops present themselves in Barcelona, and it was clear: MyFriendCoffee wasn't using any of the visual cues its customers rely on to spot good coffee. It didn't look bad. It just didn't look like what it was.
The strategy was to adopt those cues without losing what made them special: the family feel.
What we changed in the MyFriendCoffee rebrand
We redesigned the identity and carried it through to the shopfront, packaging, cards, menu and printed materials. Everything was built on three pillars: friendly service, a quality product and a space people want to show off on social media.
And we captured it all in a brand guide, so every new location is set up with the same rules and is recognised in the same way.
The result: from one location to three in Barcelona
Once the shopfront, packaging and visual world changed, people started coming in and appreciating the coffee, the food and the service. Since we started working together, MyFriendCoffee has grown from one location to three in Barcelona and is getting ready to open a fourth.
When a business with a good product doesn't attract new customers, the problem is almost never the product: it's the gap between what it offers and what it looks like from outside.
What other clients say
She keeps on top of absolutely everything. Very organised, quick and creative, and always open to new ideas and concepts.
Rodrigo Alonso