Inovus stirs Caffe Nero identity

Coffee shop chain Caffe Nero is planning to extend its brand nationally and is rolling out a new identity developed by London design consultancy Inovus.

Five newly opened cafes, launched in London over the past four weeks, feature a refreshed logo, new signage and interiors, plus reworked in-store literature.

Some existing branches are also to be refurbished to allow implementation of the new format.

“We have been working on the new branding for a number of months,” says Caffe Nero marketing manager Paul Ettinger.

Ettinger says after investing some development time up-front the 13-strong chain approached Inovus to work on a fresh, classically Italian look. This was rolled out into the five new sites using interior design group Spacecraft for the interiors.

“We are just negotiating a number of new sites. By the end of the summer we should be up to about 25,” he adds.

These are likely to be located mainly in the north of the country in cities like Manchester and Glasgow.