John Kyle Espresso, founded in 2018 in Buderim on Queensland’s Sunshine Coast, recently expanded to a larger location in Maroochydore. Known for their family-like hospitality and fine coffee, owners Matt and Blyth aimed to elevate their brand to become a must-visit destination for travellers across South-East Queensland.

The Australian café and specialty coffee market is highly competitive. Our project had two key objectives: craft a new brand story for ‘John Kyle’ that would captivate newcomers and resonate with existing customers, and create an identity that could support an increase in menu prices to grow customer spend per head.

After extensive research, we identified their defining value: providing customers with a home away from home. This insight helped us understand that when people feel safe and comfortable, they can be their authentic selves and confidently step out of their comfort zones.

To visually communicate this, we reimagined the wordmark with a bold weight, deep ink traps, and curved shapes to capture the energy of John Kyle’s warm, welcoming staff. The cheeky illustration of ‘JK’ symbolises stepping outside one’s comfort zone. The vibrant forest green and sand colour palette references the Sunshine Coast’s lush hinterland and soft beaches.

Customers have embraced the brand evolution and fully endorsed the increase to prices on their menu. The refreshed brand resonates with regulars and attracts new customers, establishing John Kyle as a must-visit café destination in Australia.