Rebranding An Icon

Long before the ubiquitous green haired caffeine mermaid from Seattle arrived north of the border, most Canadian coffee lovers satisfied their java cravings at one of 450 Second Cup outlets across the nation.

Facing fierce competition from both multinational rivals and the hey-where-the-heck-did-that-come-from rise of indie coffee culture, the pioneering home grown coffee brand recognized they had to change. The aging brand was losing relevance with both their core audience and younger coffee drinkers. Jacknife was tasked with stripping back the brand and re-focusing on what really matters to people who care about coffee.

With quality, innovation and creativity in mind, the Jacknife team explored every aspect of what makes a coffee shop a place you want to spend time in. We created new brand positioning, new name with the addition of “Coffee Co.”, elegant visual identity system, and a long list of café collateral from sugar packs to menu boards and staff uniforms. We also created the Artist Cup Series and worked with emerging Canadian artists to design the first wave of the brand’s new cup art.

The Second Cup Coffee Company represents a deep respect for the roots of the business, and their commitment to championing true coffee culture. With the first highly conceptual pilot store launched in downtown Toronto in late 2014, the revitalized brand projects a newfound optimism and dynamism unmatched by their competitors.