The brand has revealed its dynamic rebrand at the new-look Parramatta Westfield store, the first brand refresh for the 13-year-old chain.
A bright saffron is the highlight among natural tones and earthy, organic materials. It features in the brand icon, coffee equipment and packaging.
Adam Neill, Chief Operating Officer, said: “We are excited to embark on the next stage for Soul Origin, the new rebrand aims to revitalise the brand and propel it forward on its journey. The new store design is the ultimate expression of the brand, with the dedicated coffee area demonstrating just how serious we are about coffee,” he said.
“We tried to make sure we elevated the brand without going away from the pillars of the business. The new look complements the freshness and the quality of the food,” he continued as he told Inside Retail‘s sister tile Franchise Executives.
The new look also features digital menu boards.
