AN OPEN invitation for a casual kick-to-kick with Melbourne star Jesse Hogan is part of an innovative approach by the Demons to launch their new logo.
This year's NAB AFL Rising Star winner surprised his 6400-plus Twitter followers on Wednesday night when he invited them to join him for a kick in Yarra Park on Thursday.
Demon fans woke to Hogan's public call to take part in the unofficial session, and many were also treated to a free morning coffee at random outlets throughout Melbourne's CBD.
In what appears to be a bid to link the club to popular characteristics of the city's culture, the coffee is being served in cups brandishing a new-look logo.
The simple, streamlined red and blue design with the club's traditional monogram will replace the existing complex logo that features a pitchfork, the Southern Cross, the club's initials and a football on top of a shield.
Posters of the new image have popped up around the city overnight as the club looks to launch a brand that is synonymous with Melbourne.
Fitness fanatics taking on the iconic Tan track will be offered water from a special Melbourne cart at the start of the trail on Thursday morning, and the Demons will broadcast a range of initiatives on social media across the day as they look to connect with Melburnians.
Melbourne has long been considered to have an affluent supporter base and the new push appears to be an attempt to modernise its brand and make it appeal to a younger generation with the unique approach.
St Kilda has used a similar approach this year in branding the club as a destination where "no one is out of place".
The Saints used the 2015 pre-season to market their new brand that tapped into the eclectic nature of St Kilda the suburb.
Melbourne's rebrand comes as the club gets set to record another strong profit this year.
On Thursday, Fairfax reported the Demons were expected to announce a profit of almost $500,000.
Last year, the club finished some $300,000 in the black.
The figures are a world away from the financial hole the club was in at the end of 2013, when the Demons lost more than $3 million.
Melbourne baristas prepare coffee in cups with the Demons' new logo. Picture: AFL Media
