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Second Cup debuts new branding

Coffee retailer The Second Cup will introduce new branding today at a redesigned location in downtown Toronto. The company will now use the name Second Cup Coffee Co. in its branding. According to the company, the updated brand is intended to convey an "independent spirit" and a "vision to the the coffee brand most passionately committed to quality and innovation." The name change will be accompanied by a new logo and store design that is intended to be bright, warm, welcoming and youthful. The store incorporates a coffee-making bar, a wall mural by local artists, charging points for customers' electronic devices, a custom music program and an outdoor seating area.

"Canadians are passionate about coffee and we know they are rooting for Second Cup to make a dramatic comeback," said Alix Box, president and CEO of The Second Cup. "We are creating a premium brand with an independent spirit. Our goal is to be the best, not necessarily the biggest. That means focusing on quality, innovation and the individual experience, and this launch is a major step forward in our revolution. While our work is far from over, this café and new brand design are critical components to help re-establish our position of prominence, and we invite everyone to come experience the future at Second Cup Coffee Co."

The branding was developed by Jacknife Design, while the store was developed by II By IV Design. The features of the location that receive the most positive consumer feedback will be rolled-out nationally beginning in the spring.

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