Books Etc launches new coffee format by Ergo

Retailer Books Etc has introduced its own coffee shop format, Coffee Etc, to its Finchley Road store in North London. The concept was created and developed by design group Ergo (pictured).

A Books Etc spokeswoman says the opening represents a trial, and there are no plans to replace existing coffee shop concessions in Books Etc stores, operated by Aroma and Seattle Coffee Company, with Coffee Etc operations. Nor are there any plans to open standalone Coffee Etc stores, she says.

A number of names were considered before Coffee Etc was chosen, says Ergo partner Stuart Mackay. The identity uses the letter O from the word coffee as a saucer, while steam forms the first F. An orange and blue colour palette is used.

The move comes as yet more coffee chains are launched into an already crowded market. John Herbert Partnership created a trading identity (pictured below) and retail interiors for Goodbean Coffee, a new entrant to the field based in Brighton, which opened its first outlet last month. The site for a second branch has been identified in Brighton and regional expansion is planned.

The cafés follow new concepts such as Fresco, a café chain from leisure group Queensborough, (DW 2 October) to a market already crowded by design-aware coffee chains such as Coffee Republic.