John Kyle Espresso

After extensive research, including dining at both locations, documenting first-hand accounts from regular customers, and surveying over 30 members of John Kyle’s target audience, we identified their defining value: providing customers with a home away from home.

This understanding led us to a key insight: when people feel safe and comfortable, they will let their hair down, be their authentic selves, and have the confidence to step out of their comfort zone.

This feeling of comfort and authenticity is what John Kyle’s service and environment create for both regulars and newcomers.

We started the brand refresh by reimagining the wordmark. Customised from the front TT Trailers, the bold weight, deep ink traps, and curved shapes, the wordmark captures the energy of John Kyle’s warm, welcoming, and attentive staff.

Our cheeky illustration of ‘JK’ acts as the brand’s icon and symbolises the idea of stepping outside your comfort zone and feeling confident to have fun while trying new things.

The vibrant forest green and sand colour palette was our opportunity to ground the brand in its locality, referencing the lush hinterland and soft beaches of the Sunshine Coast.

The tone of voice of the copy used through the brand also reinforces the laidback, down-to-earth and approachable side of the brand's personality that locals have come to know and love.