Wait a sec - just discovered that there's such a service in the chroot env:
# service gluu-server-3.0.1 login
gluu-server-3.0.1 is running...
root@gluusvr:~# service identity restart
Stopping Jetty: start-stop-daemon: warning: failed to kill 10671: No such process
1 pids were not killed
No process in pidfile '/var/run/identity.pid' found running; none killed.
Starting Jetty: . . . . . . . OK Tue Mar 21 10:04:42 UTC 2017
Why would it not start automatically?
However, despite that, it still doesn't bring up the web console. But the error has changed to something alluding to a rewrite gone wrong:
The page isn’t redirecting properly
Firefox has detected that the server is redirecting the request for this address in a way that will never complete.
This problem can sometimes be caused by disabling or refusing to accept cookies.
Will post logs tomorrow morning.