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Friday, 11 August 2017

(The Star) Coffee chain rebrands itself to stay current

Imagine having a coffee joint that can act as a mood modulator, and ultimately, put a smile on everyone’s face!

That’s exactly what San Francisco Coffee, which is now known as SF Coffee, wants to achieve as it serves up a cosy and inspiring ambience to satisfy all five senses at all its outlets.

This is its new brand promise, following the coffee chain’s commitment to keep its mission alive, which is to provide a space for coffee lovers to enjoy their coffee, while serving the freshest and best coffee.

“The brand promise is something we aspire to achieve, focusing on giving a fresh experience to our customers based on all the five senses.

“Our outlets now feature a modern and contemporary look for our consumers to enjoy great coffee with their family and friends,” said SF Coffee Sdn Bhd general manager Koo Sue San during the introduction of SF Coffee’s new concept store at The Envictus, Petaling Jaya.

He also unveiled the coffee chain’s new logo.

The outlet, spanning across 1,600sq ft, is decorated in bright bold colours with wood elements while the other 36 outlets throughout Klang Valley, Selangor, Pahang and Negri Sembilan will have their own identities, depending on the location.

All outlets aim to celebrate creativity and offer a place of inspiration for customers while serving a good cuppa.

As a homegrown coffee company, SF Coffee also supports local artists by featuring their works at each outlet.

Art is aimed at evoking the sense of sight while music, coffee, the aroma and surrounding awaken the sense of hearing, taste, smell and touch.

Envictus International chairman Datuk Jaya Tan said the rebranding of SF Coffee presents a new yet familiar name and logo that encompasses the whole corporate identity of the brand.

“Over the past two decades, the coffee industry has progressed rapidly. Our customers are more knowledgeable too.

“As such, we must adapt and evolve to meet their demands and needs.

“I hope that our newly refurbished outlets will reflect the upgrade and meet the expectations of our customers, providing them with an enjoyable experience,” said Tan.

The beans are sourced from around the world and locally, and stringent rules are followed to maintain their freshness and taste.

SF Coffee also plans to expand its presence to other states including Sabah and Sarawak.