NEW ORLEANS — On Wednesday, May 24, PJ’s Coffee of New Orleans revealed its new brand identity to its family of franchisees and partners at the PJ’s Roasting Facility in New Orleans, featuring the company’s first logo change in over a decade.
The new PJ’s design, created by Moroch Partners, embodies the true 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 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, reps said.
“We’re incredibly excited about the future of PJ’s Coffee,” says Peter Boylan, president of Ballard Brands. “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 locations, communications and digital platforms this summer. PJ’s Coffee on Magazine Street and Jackson Avenue in New Orleans (set to open in June) will be the first location to debut this new logo in combination with PJ’s enhanced interior décor package, reps said. This décor package showcases 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, 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 across the U.S. in seven states and beyond with two international locations in Vietnam. The company is slated to hit its 100th location later this year.
PJ’s recently expanded its reach in Texas with the signing of a multi-unit franchise agreement by Master Franchisee Mike Price. This agreement includes the development of Price’s second location in Cypress (set to open at the end of this year), along with eight additional locations in the designated areas of North Harris County and South Montgomery County over the next six years—reaching 10 total locations. PJ’s also expanded into Florida this year, opening its first location in Miami Beach.
The company has also introduced a variety of new products this year—including PJ’s newest blend, Red Velvet Cake (which was introduced in March as a seasonal offering) and PJ’s new Protein Velvet Ice—a nutrient-packed coffee beverage using Whey Protein to add nutrition while keeping the drink true to the Velvet Ice’s original taste profile, reps said.
All PJ’s Coffee locations feature a wide selection of beverages and food, including PJ’s Original Cold Brew™ Ice Coffee, hot coffee, frozen beverages, organic tea and freshly baked pastries. Customers can purchase PJ’s whole-bean coffee bags, single serve cups and PJ’s signature bottled Iced Coffee Concentrate in-store, allowing coffee-lovers to enjoy their favorite combinations from their own homes.
