Gloria Jean’s is one of Australia’s most recognisable coffee brands and is undergoing a comprehensive rebrand to secure its future. In this case study presentation, the agency behind the transformation will reveal the strategic thinking, market research, design evolution, and rollout strategy involved in repositioning an established brand for a new generation. Attendees will learn the complexities of rebranding at scale while respecting heritage and the frameworks that guide successful brand reinvention in the competitive cafe sector.