PJ’s Coffee Reveals Enhanced Brand Identity

PJ’s Coffee of New Orleans has unveiled a new brand identity featuring the company’s first logo change in over a decade. The new PJ’s Coffee logo was designed to express the essence of the company: always creating a quality cup of coffee, showing hospitality towards each guest and staying true to the company’s roots with each PJ’s location, from New Orleans to Vietnam and around the world.

The logo design, created by Moroch Partners, features a deep purple tone and celebrates both craftsmanship and hospitality through the letter “J” in PJ’s, which is tightly hugging a coffee mug. The rich purple color embodies the soul of Louisiana.

“We’re incredibly excited about the future of PJ’s Coffee,” says Peter Boylan, president of Ballard Brands, the parent company of PJ’s. “Our new brand identity and store design reflect our passion for coffee and our roots to the city of New Orleans.”

The new logo and brand identity will begin to roll out at PJ’s Coffee locations, communications and digital platforms this summer. The newest PJ’s café–its 91st–which is scheduled to open on Magazine St. and Jackson Ave. in New Orleans in June, will be the first location to debut the new logo in combination with PJ’s enhanced interior décor. This décor highlights an upscale, modern design with traditional New Orleans character and will be the brand standard for all PJ’s locations with updates beginning this year.

“The new brand identity is a symbol of our growth strategy and a nod to our New Orleans roots,” says Reid Nolte, Ballard’s director of marketing & brand strategy. “PJ’s is an iconic brand dedicated to serving a great cup of coffee with true hospitality. We take tremendous pride in our brand; our new identity reflects the craftsmanship we put into our products.”

Founded in 1978 with its first locations in New Orleans, PJ’s Coffee is now located in seven states across the US and has two outlets in Vietnam. PJ’s recently expanded its reach in Texas and expanded into Florida this year, opening its first location in Miami Beach. The company is slated to hit its 100th location later this year. For more information on PJ’s Coffee, please visit www.pjscoffee.com.

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