After several months of work, Corporate Essentials unveiled it’s new corporate identity this past Friday which included a new logo, colors and much more. Most importantly, and most-easily overlooked, is our change in the message of our brand.
Corporate Essentials is committed to being at the center of helping our clients create a positive workplace culture in order to allow our clients’ employees to “work happy.” That’s why our new tagline of “Fuel Culture. Work Happy.” means so much to us.
Below is the news release announcing Corporate Essentials’ new identity.
PARSIPPANY, N.J. (July 18, 2014) — Corporate Essentials, headquartered in Parsippany, N.J., announced today that it has launched its new corporate identity including a new logo, tagline, color palate and more. Corporate Essentials is one of the nation’s fastest-growing office refreshment services. This rebrand comes as the company now focuses on offering a wider range of products and services than when it was founded in 1996, when it was primarily an office coffee service.
For the first time in the history of the company, Corporate Essentials has added a tagline, “Fuel Culture. Work Happy.”
“The new tagline accomplishes two major things, and does so in just four words,” said Judson Kleinman, president and CEO of Corporate Essentials. “It lets someone know exactly what we do (fuel culture) and what our goal is for every one of our customers (work happy). Our service is an integral part of creating a positive culture for our customers, in turn allowing their employees to work happy. We take great pride in our role.”
Until this most-recent switch, Corporate Essentials logo has always featured a coffee cup. The new version moves away from that and creates a stylized version of the company’s initials (CE).
“Just because the coffee cup is not a part of the logo, doesn’t mean that we are any less passionate about providing the absolute best coffee to offices throughout New York City and New Jersey,” said Kleinman. “Coffee is still at the core of everything we do. In the past few years, we have even expanded our coffee offering, and partnered with local coffee roasters like Cafe Grumpy and Irving Farm Coffee Roasters to give our customers even more local and sustainable coffee options for their offices.”
“We’ve evolved as a business over the past 18 years,” continued Kleinman. “Over the years, the breadth of products services that we offer has greatly expanded. The values of our company are aligned with those of our customers, and now our corporate identity is reflective of that.”
In identifying the core of its office refreshment offerings, the new Corporate Essentials identity uses three categories to identify the products at the heart of it’s solution: refresh (cold drinks), refuel (healthy snacks) and recharge (great coffee).
“Of course, we offer more categories of products than cold drinks, healthy snacks and great coffee,” said Kleinman. “We provide everything you need for a great office refreshment program from fresh-roasted, single-origin, relationship coffee to cups and lids, to plates, paper towels and napkins.”
The rebranding process for Corporate Essentials took nearly six months, and additional elements will continue to be released throughout July and August, culminating with the launch of its brand new website on or around August 30th.
About Corporate Essentials, LLC:
Founded as an office coffee service in 1996, Corporate Essentials has long been considered New York City and New Jersey’s premier office refreshment service. In three of the past six years, they were named to Inc Magazine’s Inc 5,000 list of the fastest-growing, privately held companies in the United States. As a major part of their office refreshment solution, Corporate Essentials provides premium coffee brewing equipment from Keurig, Starbucks, Mars Drinks, Bunn, Fetco, Wilbur-Curtis and more. Corporate Essentials services more than 2,500 customers throughout Manhattan, Brooklyn, Queens and New Jersey. Its headquarters and warehouse is located in Parsippany, New Jersey. For more information, visit drinkcoffee.com.
