Building a successful brand strategy for an existing business requires a balance of innovation and respect for its established identity. The challenge with POD Emporium & Espresso was to honour the cafe's history and loyal customer base while evolving the brand to fully represent its identity as a unique lifestyle emporium.

The initial discovery phase included exploring a connection to Wollongong and the land's heritage. A core concept revolved around the Illawarra cow, as its colour embodies the rich Illawarra Tone and signifies a strong local link. Through careful ideation and strategic consideration, it was determined that a more subtle and comprehensive solution was needed to avoid alienating the well-established audience.

The final strategic solution was to develop a refined brand identity that unified both sides of the business—the coffee shop and the curated retail store. The new colour palettes and patterns were designed to provide a cohesive visual language that seamlessly tied the cafe's offerings to the Emporium's homewares and apparel. By anchoring the brand in the warm, terracotta hue of the Illawarra Tone and using complementary design elements, the new branding was able to refresh the company’s aesthetic without sacrificing its familiar, community-oriented feel.

This approach transformed the brand without a radical departure, providing a clear business solution that allowed POD to modernise its image, attract new customers and reinforce its unique position as a dual-purpose community hub while retaining the loyal following it had cultivated over time.

INTRODUCTION

Before

AFTER

THE OUTCOME