No matter the destination, season, or time, students walking around Iowa City are often seen clutching a cup of coffee in their hand. 

The cups vary depending on whether the drink is hot or iced, if it’s plastic or reusable, or a size small or large. 

These varieties also extend to the coffee shop choices are available throughout Iowa City, offering residents and guests a wide range of options to choose from.  

Starbucks cups can be easily distinguished by the prominent green siren slapped on them. Encounter Cafe, The JavaHouse, and several others can also be recognized by the quirky designs and logos printed on their cups. 

Coffee Emporium, a popular spot with students from the University of Iowa, was one coffee shop that stood out with its easily recognizable logo: Coffee Emporium printed in all-white caps with a white logo of a coffee cup next to it. 

However, regulars recently recognized a major change to the Coffee Emporium location on Linn Street in Iowa City. 

The company had undergone a rebranding complete with a new name, menu, and logo. 

Now, Midnight Coffee has stepped into a new chapter as it replaces the several Coffee Emporium locations throughout Eastern Iowa in towns such as North Liberty, Tiffin, and Coralville. 

Midnight Coffee Owner Alex Nelson and his wife purchased the chain in August 2024 from the previous owners, aiming to unify its four locations under a cohesive brand while preserving the local coffee shop vibe.

“We never wanted to just slap a new name on it and call it good. We wanted to kind of try to elevate the brand and make some changes,” Nelson said. 

The rebranding, which included a new name and logo, emphasized local partnerships, such as switching to local vendors for milk and pastries. 

“We’re not a big, huge brand by any means, and we want to work with more local companies and local businesses,” Nelson said. 

The inspiration for the new name came from Nelson’s other business, the Midnight Gem, a local wedding event center. In addition, the name was chosen to evoke a dark, moody aesthetic that stands out from typical local coffee shop names while maintaining the original brand personality.

RELATED: Hyper Energy Bar celebrates grand opening in Iowa City

Along with the rebranding, Nelson and his team remodeled the shops, introduced a new food menu, and launched deals such as a 20 percent discount on all drinks after 2 p.m. and a $14.99 lunch special. 

The inside of the Iowa City location underwent several changes for a more darker, modern feel with open spaces, a new mural, and more seating options. 

As new customers and regulars connect at Midnight Coffee, Nelson said the majority of the feedback has been positive, with many noting the effort put into the rebranding and the improved quality of food and drinks.

Looking toward the future, Nelson said they plan to develop local partnerships and community engagement, along with potentially expanding the business outside Johnson County.

“I think we really want to kind of keep growing on what we’re already doing, so if we grew outside of this area … We would probably try to copy the same model,” Nelson said. “Not necessarily try to just copy and paste everything we’re doing here but really focus on the community that we’re in and try to grow that way.” 

Hannah Schaufele, a UI first-year student, said the company has rebranded extremely well, with the transition flowing and environment remaining consistent. 

“I love how calm it feels inside, and the coffee seems to be better than it was before,” Schaufele said. 

However, she did have one minor issue with the new name change. 

“My only negative is that it’s called Midnight Coffee, but it’s not open to midnight,” Schaufele said. 

A customer of Midnight Coffee Ava Steiner believes the rebranding has made the coffee shop generic and no longer unique among other in Iowa City.

“I personally, without knowing why they changed, think Coffee Emporium lost a lot of its charm when they rebranded,” Steiner said. “There was something really cute about the fireplace, art on walls, and chalkboard menus, but now it kind of blends in with every other coffee shop in Iowa City.” 

Second-year UI student Alayna Mull believes Midnight Coffee and Coffee Emporium are ultimately similar. 

“I loved how cozy Coffee Emporium was, especially later in the day, and it has carried on so far and will hopefully continue,” Mull said. 

Regardless of the smooth transition, Mull said she did notice some changes, such as the downsizing of the food menu. 

Nonetheless, Mull believes the rebranding will positively impact her customer experience by giving more benefit options such as punch cards. 

“The [punch card] makes me want to come more often, plus the cozy ‘midnight’ feel with the fireplaces, couches, and more outlets,” Mull said.