""It came with some great loyal customers that loved the coffee but the shops themselves needed a lot of work," Alex Nelson recently told Daily Coffee News. "We came in and remodeled all the shops, and with the fresh new looks we wanted a fresh new name that stuck out to people and they could see how much work we had put into them.""
""We went for a similar look across all the shops but not copy and pasting them like a franchise would," Nelson said. "We wanted to keep that local shop vibe - because we are - and each shop has its own touch. [The Iowa City location] had a local artist do a mural [and the North Liberty location] has a really cool merch pegboard wall.""
Midnight Coffee now operates five locations in and around Iowa City after Alex and Jordan Nelson purchased four Johnson County Coffee Emporium shops and added a former St. Kilda Cafe & Bakery in Clive. The Nelsons also own The Midnight Gem wedding venue and the Little Gems boutique. The couple remodeled and rebranded the cafes in March, applying a unified aesthetic inspired by their wedding venue while preserving a local-shop feel with unique touches like murals and merch pegboards. Coffees continue to be supplied by North Liberty-based Capanna Coffee Roasters, maintaining an existing local sourcing relationship.
Read at Daily Coffee News by Roast Magazine
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