In 1997 PJ's Coffee's founder, Phyllis Jordan, wanted to change the image of the local franchise. We replaced the well known PJ's maroon plaid motif to an iron work, giving the brand a New Orleans feel while keeping the maroon and the PJ's lettering. To add color and clarity we color-coded each coffee roast, i.e. dark, french, medium, flavored and featured a story of how the roast's name came to be on the packaging.