After almost two decades in Malaysia, San Francisco Coffee (SF Coffee), has decided to serve up a freshly brewed look for its outlets in the country.
Not only the coffee brand has a new logo, a new concept store of “cool ambiance” is now in place with each of its outlets designed by local artists. All the refurbished SF Coffee outlets will carry their own unique interior design concept depending on location, and they will also feature works by these home-grown artists.
Dato’ Jaya J.B Tan (Pictured: third from the left), chairman of Envictus International that owns SF Coffee, said that the “rebranding of SF Coffee presents a new yet familiar name and logo that encompasses its whole corporate identity of the brand.”
These new outlets are designed to act as mood modulators for customers once they step in by satisfying the five senses and creating a pleasing experience, Tan said.
As an example, SF Coffee’s roughly 1,600 square feet outlet at The Envictus is now decorated in cozy bold colours with wood elements. This particular outlet also features the work of DuDu de Doodle, a coffee loving artist who draws to spread positivity, loves to doodle and first began doing it in a café.
Koo Sue San (Pictured: third from the right), general manager of SF Coffee added, this “transformation” aims to cater to the evolving needs of its customers. She also reminded, while its new outlets feature a fresh look and cozy ambiance for consumers to enjoy coffee – it will not compromise on the quality of the coffee that SF Coffee serves.
“We source our beans from the best coffee farms around the world and look for the extraordinary. To deliver a SF Coffee experience, we roast our coffee locally to ensure the utmost freshness and train our baristas to personify our belief in excellence as we are very particular about the brewing process for every cup of coffee which begins from sourcing, roasting, and cupping the beans,” Koo said.
SF Coffee currently has 37 differently themed outlets, which are located throughout the Klang Valley, Selangor, Negeri Sembilan and Pahang. It has started to explore the East Malaysian market, with plans to have a presence there in 2018.