Rebels n Misfits is an ethical franchise that reimagined the traditional café model.

The program started with a design thinking session to determine the customer experience Rebels n Misfits needed to differentiate them from a crowded cafe market.

We developed the brand strategy, brand identity, collateral and defined the in-store experience. To avoid the cookie-cutter franchise model (which had low appeal to the target audience), a different brand strategy was created for the parent company and the individual cafes.

The result was an understated parent brand with each cafe having its own identity reflective of the barista and location.