PJ’s Coffee & Tea

PJ's Coffee

Bringing a New Orleans brand back home

PJ’s Coffee & Tea Co. was a 28-year old company native to the New Orleans area when Raving Brands of Atlanta bought it. After the company headquarters relocated out of state, the brand began to lose touch with its roots, which contributed to a drop in sales.

The Challenge

Reconnect the PJ’s brand with its New Orleans-based history.

The Resolution

To return to its roots and emphasize its New Orleans connection, Fridge rebranded the company to become PJ's Coffee of New Orleans. A new logo was developed along with a corresponding ad campaign that included POP, collateral, packaging, radio and TV as well as in-store design. All tied back to the story of Phillis Jordan, who opened her first store in 1978, well before the coffee craze. One of the most unique campaign elements was the use of reclaimed antique windows to literally "reframe" the company's history. A unique window was put on display at each PJ's Coffee location.

The Results

The new sophisticated design for packaging was awarded the QSR Award for Best Reconnection in 2006 and the QSR/FPI Food Service Packaging Award in 2007. As a result of Fridge’s rebranding strategy, PJ's beverage and whole-bean coffee sales increased by over 40%. During Fridge’s association with PJ’s, the company expanded from 20 stores to over 60 locations throughout the Southeast.

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