The New South Wales-based café chain has placed specialty coffee at the centre of a major new rebrand to boost franchise growth
Soul Origin at the Westfield Parramatta shopping centre in Sydney | Photo credit: Soul Origin
Australian café chain Soul Origin is placing coffee at the centre of a rebrand to better position the franchise business for further outlet growth.
Founded in New South Wales in 2011, the health-focused coffee and food-to-go chain operates more than 150 stores across its home market alongside a single-site in New Zealand.
Soul Origin unveiled the brand refresh at its refurbished Parramatta Westfield outlet in Sydney. Alongside a refreshed logo and new coffee packaging, Soul Origin has also introduced a new store design featuring a dedicated coffee ordering station and digital menu boards.
“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,” said Adam Neill, Chief Operating Officer, Soul Origin.
Soul Origin serves a range of single origin specialty coffees, roasted by Melbourne-based coffee roaster St. Ali.
The café chain is planning 12 further store refurbishments in 2025 but said franchisees across its 150 sites can opt to refurbish before their agreement renewal.
Soul Origin has a strong presence at shopping centres, food halls and airports. Speaking at the unveiling of the Parramatta Westfield site, Soul Origin Founder Hao Quach said the chain is currently exploring a debut drive-thru site.