known health risks associated with the consumption of permeate, growing public concerns over the by-product has forced many milk producers (including Hudsons' supplier, National Foods), retailers, and cafés to cease adding it. Branding Throughout Hudsons Coffee's operation, the chain has kept their outlets' colour scheme dark, maroon in colour, with wooden tables and panelling complementing the look. Since 2008, Hail Design was employed by the company to give its outlets a refresh which included a slightly updated logo supported by quirky hand-drawn illustrations on the walls, various products and packaging which Hail Design states, "help create a feeling of warmth, fun and energy." Since August 2012 that look stopped being rolled out to existing stores. In February 2012, Emirates reopened its second Melbourne Airport T2 (international departures) Hudsons Coffee outlet with a radical new look, logo and slogan - 'A little love in every drop' - conceived by Hoyne Design. This outlet is being used by the company as a trial site for customer feedback and sales data as research showed public perception of the brand had dimmed in recent years in favour of independent cafés. Emirates have recently stated that they would like to grow the chain to at least 250 outlets domestically before expanding internationally, thus a redesign is necessary for this to be achieved. Hoyne Design says, "the rebrand embraces the spirit of independent cafés, moving away from pedestrian aesthetics associated with chains." It has been deemed a success as research since this store's reopening has shown customer feedback with 98 per cent approval and double digit sales growth. In June 2013, the company reopened its second refurbished outlet with Melbourne Airport T3 (Virgin Australia and Regional Express Airlines domestic departures). Since June 2013 when the Bondi Junction outlet first opened, all new locations carry the new look with the love heart logo. See also Coffeehouse List of coffeehouse chains Coffee References External links Official MySpace page Emirates Leisure Retail: Hudsons Coffee Coffeehouses and cafés in Australia Food and drink companies based in Melbourne Restaurants established in 1998 Restaurant franchises The Emirates Group 1998 establishments in Australia