Feature
www.qns.com I LIC COURIER I DECEMBER 2019 35
Joe Coffee’s new brand identity, with a new color
palette made up of different shades of blue, features
their updated specialty mark and includes a redesigned
bench inspired by the original — which serves as a
nod to the community that’s been with them since
the beginning.
“We’ve been working on this new brand identity
ever since our partnership with Enlightened Hospitality
Investments has allowed us to do the important work
of looking inward, encouraging us to be bolder in as-serting
our mission and core values,” Rubinstein said.
They worked with renowned designers Godfrey
Dadich Partners (GDP) to better define Joe Coffee’s
core values and make it immediately recognizable to
their customers. Their core values are: “Curiosity, craft,
commitment and community.”
“We’ve still got the same goal of weaving a tapestry
of mutual respect and admiration with the community
we’re inhabiting and its artistry, in or outside of New
York, and serving up great, high-quality coffee com-bined
with our Joe expertise — now, just with a bit
more swagger,” Rubenstein said.
Danny Meyer, CEO and founder of Union Square
Hospitality Group and the co-founder and Partner of
Enlightened Hospitality Investments, said they were
excited to help Joe Coffee unearth what distinguishes
them from other coffee organizations.
“It’s not hard to see that beyond awesome coffee,
a big part of the magic is how Joe welcomes each
one of its customers like a regular, whether it’s a first
visit or a hundredth,” Meyer said. “Now we’re excited
for the team to unveil a striking new look that stays
true to Joe’s humble origins and bold brand mission.”
In addition to a new logo and online look, their
cafes have also received updated signage, new in-store
ceramics with the new branding, a new coffee
bag design that emphasize the coffee’s origins and
information, to-go cups, and tote bags.
According to Joe Coffee, select cafes will also
receive interior upgrades to create a “more comfortable
and inviting atmosphere,” starting with their Lexington
Avenue location.
There is also Joe Coffee app in the works with a
new loyalty program that will be available on iPhone
and Android.
Meanwhile, their newly opened Long Island City
space is offering a new way for the community to
interact with them.
All of their coffee for retail and wholesale will be
roasted at the location’s roastery, while the cafe can
seat up to 11 customers and will serve a full cafe
menu with special selection of rotating seasonal single
origin offerings available on pour-over as well as single
origin espresso beverages. The Lab, in turn, will be a
home base for Joe Coffee training and cupping, as
well as public educational classes like Explorations in
Roasting and, eventually, private events.
The cafe will be open on a daily basis from 7 a.m.
to 5 p.m. For more information, visit www.joecoffee-company.
com.
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