News

PJ's Coffee updates logo, decor

May 30, 2017

PJ's Coffee has a new brand identity, including its first logo refresh in more than a decade, according to a company press release.

The new logo has a deep purple tone that celebrates craftsmanship and hospitality through the letter "J" in PJ's, which is tightly hugging a coffee mug. The purple color embodies the soul of Louisiana, Peter Boylan, president of the company's parent company, Ballard Brands, said in the release.

"We're incredibly excited about the future of PJ's Coffee," he said. "Our new brand identity and store design reflect our passion for coffee and our roots to the city of New Orleans."

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," said Reid Nolte, director of marketing and 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."

The new logo and brand identity will begin to roll out in PJ's locations, communications and digital platforms this summer. PJ's Coffee on Magazine St. and Jackson Ave. in New Orleans is set to open in June and will be the first location to have the logo and interior décor package.

The company tapped Moroch Partners to create a logo and décor.

Founded in 1978, PJ's Coffee spans seven U.S. states and has two locations in Vietnam.

The company is slated to hit its 100th location later this year.