Ireland and the UK’s best-selling pastry dough brand, Jus-Rol, has unveiled a new visual identity for its chilled, ‘Ready to Create’, and frozen product packaging.
Set to roll out across Ireland and the UK in June, Jus-Rol’s partnership with brand design agency Brandon also covers overall design strategy and visual identity.
The pastry giant’s brief for Brandon centred on a desire to modernise the brand, make their entire range easier to navigate, and shift consumer behaviour towards brand and product preference.
Brandon’s strategy and design teams began by revising existing brand architecture and launching a new packaging design system that aims to unite the existing product range, while allowing Jus-Rol to integrate new products in the future.
Brandon has attempted to modernise a heritage brand, without disrupting what made it iconic in the first place. New features include refreshed typography, a new “BAKE BOLD” rosette added to the pack, a gold swoosh in the style of a pastry brush, food-centred product shots, and playful hand-illustrated icons.
Rachel Griffiths, design director at Brandon Consultants, comments: “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.”
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