Costa Coffee has launched a new store format in a bid to improve the in-store customer experience. Global marketing at Costa Coffee took on the responsibility of redefining the store environment. The team has the authority and the freedom to guide the redesign of the physical space and customer experience, putting the brand at the heart of all decisions.
Costa Coffee worked alongside multidisciplinary branding, interiors and architecture consultancy, Edge to create a truer realisation of the Costa Coffee brands with a new look and feel of its outlets nationwide. The brief for Edge started with Costa Coffee’s brand purpose. ‘To inspire he world to leave great coffee’ Other pillars of the Costa Coffee brand, which were to underpin and guide the redesign were Costa Coffee’s passion about handcrafted coffee, bringing new coffee experiences to its customers and deepening their understanding and appreciation of coffee.
The redesign by Edge was introduced at nine pilot sites in three iterative phases, with crucial learning rolled into each subsequent site and over the next two years it will be introduced in 1,000 Costa Coffee stores in the UK.
