“But First, Coffee.” With its Instagrammable interiors and unmistakable antler logo, Alfred has taken the LA coffee scene by storm. They opened their original location on Melrose Place in 2013. Alfred Coffee now has 18 locations in LA alone, as well as storefronts in San Francisco, Austin, and several international cafes in the Middle East. They credit their “World Famous Iced Vanilla Latte” as their most notable beverage, but Alfred’s unparalleled success is largely due to the branding and design.
Before Canva was Canva, Alfred set the tone for trendy marketing in the 2010s. Black and white stripes, neon signs, and floral wallpaper used to fill the Alfred interiors. Each café has always had a distinct personality, but there is an overtly hip aesthetic that connects the different locations. In a daring move, the Alfred team has taken a sharp turn away from their predominantly feminine, eye-popping decor.
The next era of Alfred is modernist and refined in a unisex way. While their branding used to cater to Instagram models grabbing a post-yoga strawberry matcha, they’re now reaching out to a broader clientele. The first major change was their iconic logo, which is now a wide, symmetrical “A” with a flat top in place of antlers. It has a retro touch, leaning into a recurring mid-century influence. Alfred describes it as “playfully irreverent.”
A recent Instagram post showcases a mood board with the caption “new era loading.” The graphic features funky, minimalistic images with classic fonts. Light blue, dark red, ivory, and wood tones dominate the board. It appears to be textural, slightly masculine, and casually chic. They hinted at their upcoming locations in two equally evolving neighborhoods: Highland Park and the Arts District.
The just-opened Arts District location features white painted brick, teal green accents, and a striped awning as a nod to their past. Splashes of their new signature red are present throughout. The Highland Park location has a more understated exterior, but the real magic is inside. Matte, brick red vertical tiles snake around the bar, and a mirrored backsplash reflects lime green paint across the walls. Since the opening of their new locations, they have begun renovations on several existing cafes. Alfred may have a new look, but they’ve promised that their “World Famous Vanilla Syrup” will remain the same.
You can visit Alfred’s revamped locations below:
Highland Park: 5815 N Figueroa St, Los Angeles, CA 90042, USA
Arts District: 714 Traction Ave, Los Angeles, CA 90013, USA
