Costa has launched a new concept store in London, which looks to put food at the focus of its offering.
Costa Fresco, based on Tottenham Court Road, opened today. It was a collaborative project; consultancy Caulder Moore completed the interiors for the new store, while Our Design Agency has created the branding, including signage, wall art, digital menu boards, packaging, print collateral, and an online brand film.
Brand design features have been used that aim to “distinguish” Costa Fresco from other Costa stores, while maintaining “familiarity” and “cohesion”, says Our Design Agency.
The consultancy kept Costa’s “well-known burgundy colour” within the design, it says. It was kept across branding, and incorporated by Caulder Moore across interiors elements such as furniture and products including coffee machines.
Ian Caulder, creative director at Caulder Moore, says: “We wanted our design to bring a natural, almost homely quality so that Costa Fresco has a different look and feel to the coffee shops, but is still in-keeping with the Costa brand values. The new store is lighter and brighter to hero the extended menu, but retains Costa’s warm and welcoming appeal.”
It has been complemented with an aqua blue shade, which also features across branding, interiors and staff uniforms.
The updated logo also sees a handwritten typeface for the word Fresco which aims to appear “laid back”, says Our Design Agency.
The interiors also features “rustic photography”, says the consultancy, alongside digital menu boards, food display tables, low-hanging lighting and an open-plan kitchen area which allows customers to watch their coffee being made.
Alongside traditional seating, the café incorporates breakfast bar tables, with chairs reflecting the red and blue colour palette of the branding. Back walls are made of brick and metal panelling.
Sarah Westwood, strategy director at Our Design Agency, says the consultancy considered a “complete sub-brand identity” for the project.
She says: “Be it a carry bag, a piece of wall art or a napkin, we viewed every touch point as an opportunity to express Costa Fresco’s genuine personality.”
Costa Fresco is based at 190 Tottenham Court Road, London, W1T 7LH. There are currently no plans to roll the café concept out to further stores, says a spokesperson at Costa.