As Bojangles’, the home of “famous chicken ‘n’ biscuits,” rolls out updated retail branding – from their website to a new restaurant design – they identified their coffee offering as another unique opportunity to elevate the brand’s perception.
After establishing a new flavor profile – a medium, smooth-tasting roast brewed from 100% Arabica beans – Bojangles’ partnered with retail brand agency Theory House to completely reimagine the coffee brand, jettisoning their “BoJo” branded coffee in favor of a new brand crafted to deliver on their updated positioning “simple, southern, upbeat, hometown and modern.”
The project included the creation of the locale-inspired, brand-forward name “Bo’Town Roasters”, logo design, and coffee cup and to-go container packaging as the initial staples of the brand’s launch.
According to Doug Poppen, Vice President of Marketing and Corporate Communications at Bojangles’ Restaurants, Inc., “The Bo’Town Roasters name and design perfectly balances our commitment to quality, flavor, and friendly service. The background design, which features the names of cities home to multiple Bojangles’ restaurants, creates an own-able and relevant coffee aesthetic.”
Bo’Town Roasters can be found at the more than 700 Bojangles’ restaurants throughout the southeast.
