Independent branding agency Brandon is pleased to share details of its latest work with the UK’s leading pastry dough brand, Jus-Rol. Rolling out across the UK and Ireland in June, Brandon’s partnership with the Jus-Rol team includes design strategy, visual identity, and a new packaging design system for the brand’s chilled, Ready to Create, and frozen product portfolio.
“Founded in 1954 out of a family bakery, Jus-Rol became the UK’s original innovators in ready-rolled pastry. However, with increased competition from own-label products borrowing from Jus-Rol’s branding cues, growth had begun to flatline. We ran a ‘Challenge Context’ session with the Jus-Rol team to define the rebrand brief together: build on Jus-Rol’s heritage and positive associations to reset it as the UK’s most iconic baking brand and unlock retailer growth.” – Richard Colson, Client Partner at Brandon Consultants
Brand awareness for Jus-Rol was already high, but it was mostly known for its ready-rolled puff pastry. The challenge was threefold; modernise the brand, make the entire range easier to navigate, and ultimately shift brand awareness into brand (and product) preference.
Working in close collaboration with the Jus-Rol team, Brandon’s Strategy and Design teams started by revising the brand architecture and developing a new packaging design system that unites the existing product range, building in the flexibility for Jus-Rol to easily introduce new products, innovations, and formats in the future.
Delivering shelf standout was key to the success of the rebrand, and Brandon’s design strategy was rooted in the idea of bringing a burst of joy to the kitchen.
“At the heart of the new brand is our sunburst graphic device. Representing the fun in home baking and the enjoyment of the process, we’ve designed it to bring a positive, energetic and uplifting feel to the brand. Colour also plays a central role in the new branding and design system. The ready-made pastry and dough category is passive and muted, so we developed a bold new colour palette that balances established category cues with ownable brand equity to elevate the Jus-Rol brand wherever it shows up.” – Rachel Griffiths, Design Director at Brandon Consultants
The core brand colours of deep navy and rich cream combine with touches of gold to reflect the quality of the products, positioning Jus-Rol as the more desirable option to own-label competitors. These colours are complemented by bursts of vibrant blues, greens, purples, oranges and reds that the Brandon team assigned to different product ranges. The colours are familiar enough for consumers to navigate, but bold enough to stand out from the crowd.
When modernising heritage brands, it’s important not to strip away what made the brand iconic in the first place, so the Brandon team treated the recognisable Jus-Rol logo with care and precision. Removing the rolling pin element that had become redundant, the crown has been sympathetically recrafted without being oversimplified. It’s heritage, but contemporary.
Other details in the new design system include:
- New typography. Elan AT as the display font, Proxima Nova for sub-headers and body copy, and the handwritten Badboy Aliance for more expressive moments. These were chosen to complement one another; balancing heritage with modernity, clarity with personality, and reflecting the positive energy of the new brand direction.
- A new ‘BAKE BOLD’ rosette that cues quality on pack and gives an extra stamp of approval to each product.
- A gold swoosh device for the ‘Ready to Create’ sub-range. Inspired by the swipe of a pastry brush, this is expressive in style to communicate creativity and experimentation in the kitchen.
- Hand-illustrated icons that are used on back-of-pack to communicate baking and storage instructions in a playfully ownable way.
The packaging is where the new branding really comes to life. Where the previous packs had become cluttered with recipe suggestions, the new designs take a more confident approach.
Selecting one hero recipe suggestion for each product, the Brandon team collaborated with photographers Tom Law and Heidi Coppock-Beard, plus food stylists David Hunter and Robert Barker, to shoot the results in a new mouth-watering foodie style. The stacked ingredients, scattered crumbs, and delicious drips celebrate the joy of creative experimentation and the imperfections of home baking.
“With Brandon’s expertise in revitalising heritage brands, we knew that we were in safe hands with this rebrand. Taking what was already unique and iconic about Jus-Rol, together we have elevated the brand above own-label competition, significantly improved shelf standout and product navigation, and brought warmth and fresh inspiration to the chiller aisles. Working with the Brandon team has been just as joyful and creative as our new brand is, and the future for Jus-Rol is golden.” – Tim Clifford, Managing Director at Jus-Rol UK & IR
The new branding, packaging and campaign activations for Jus-Rol will be rolling out across the UK and Ireland in June.
Source: Brandon
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