Household brand Jaffa, known for its citrus products, has unveiled a new brand identity crafted by Earthling Studio, marking a significant shift in its visual representation as it broadens its product range to include grapes, melons, and pineapples. The rebranding effort aims to better reflect the quality and natural essence of Jaffa's offerings while paying homage to its heritage.
Initially, Jaffa sought a modest update to its brand, but discussions with Earthling Studio revealed a desire for a more radical transformation. Stephen McDavid, creative partner at Earthling Studio, highlighted the necessity of a redesign to accommodate Jaffa's expansion into new fruit categories and to improve its digital content's impact. The new logo, inspired by a heritage wordmark but modernized for digital clarity, incorporates "a slither of Jaffa brand blue" to acknowledge its legacy in fruit labeling.
The reimagined brand identity emphasizes Jaffa's commitment to "naturalness, quality, and joy". The introduction of The Juice Crew characters, reenvisioned by Brooklyn illustrator Spencer Gabor, adds a playful element to the brand, with updated brand colors and new fonts selected for their vibrant and distinctive qualities. This comprehensive brand overhaul extends across packaging, merchandise, digital platforms, and in-store displays, particularly in Tesco locations across the UK.
Earthling Studio has also developed detailed brand guidelines and collaborated with other creative partners to ensure a consistent presentation of the Jaffa brand across all media. This strategic rebranding aims to reinforce Jaffa's position in the market as it ventures into offering a wider variety of fruits.
Source: Creative Boom