Javia by Aramark

A strong brand expression can have the power to evoke a conjured state of mind simply through its name and visual presentation. Javia by ARAMARK, the new online office refreshment provider, is a great example.

ARAMARK Refreshment Services’ traditional business delivers office break room products and services via a fleet of trucks and a cadre of field personnel. With the increasing use of online services to extend its reach to small and mid-sized companies, ARAMARK saw a great opportunity to enter a new market. A new service was conceived, using a more self-directed online model with drop-shipped products and equipment.

The company needed a new brand that would distinguish the service from its traditional offering and have a strong impact on the marketplace. To target the specific needs of the smaller office segments, Brandlogic worked closely with ARAMARK to craft a more consumer-centric brand strategy, with name, a visual identity and voice that strongly suggests refreshment and one of the core products – coffee. Javia by ARAMARK has, since its launch in mid-2010, gained traction by surpassing expectations in terms of contracted clients, volumes and revenues.