Jamie Oliver launches new visual identity

The Jamie Oliver brand of food products and kitchenware has revealed a refreshed “eclectic” visual identity, which aims to look like it’s made by a “human, not a factory”.

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Jamie Oliver’s range of food products and kitchenware has had a design refresh, with the aim of showing the chef’s “wild and wonderful” personality.

The redesign was a collaborative project between consultancy Hornall Anderson and Jamie Oliver’s in-house creative team.

Alastair Whiteley, executive creative director at the consultancy, says: “Co-creation is a really nice part of it – the Jamie Oliver team are as proud of the branding as we are, and it’s got plenty of stretch and differentiation.”

The redesign project uses a palette of 20 colours, eight typefaces and 50 different photos of the chef. Whiteley says that the main aim was to make the brand look “less corporate” and “cooler and funkier”.

“Jamie’s got a wild and wonderful personality, so it couldn’t be a cookie-cutter visual identity,” Whiteley says. “We wanted it to look like it was coming from a person, not a factory.”

He says that the design is “open, honest and quite arty”. “It’s got a free-flowing, hand-crafted identity, to represent diversity and creativity,” he says. “It’s about giving everyone a chance to cook, and helping people enjoy cooking.”

He adds that although the branding is “eclectic”, the two creative teams tried to create a unifying “look and feel” for the “disparate range”.

The new design is rolling out on the packaging for a wide range of products, including everything from frying pans and water jugs to bottled sauces and fish fingers.

The redesign took four months to complete. The new visual identity has started rolling out, and will begin with point-of-sale packaging, but will also be applied to digital touch-points and marketing collateral.

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  • Jennifer Pardoe October 5, 2015 at 10:23 am

    It’s a shame Jamie has chosen to feature so much meat in the photography, influencing consumer expected use of the product for consumers. It’s not even a balance. Would of like to have seen more colourful veggies in this – missed opportunity.

    • Emma Steed October 5, 2015 at 11:39 am

      I agree, where are the fresh fruits and veggies that would work so well on this otherwise vibrant brand packaging? Just dark meat? Shame.

  • Claire Bailey October 6, 2015 at 11:24 am

    Is it “wild and wonderful”? Or is a nicely designed, premium brand with Jamie Oliver on the front?

  • Hannah Wardle October 8, 2015 at 5:03 pm

    Nothing special… The rebrand for Jamie’s Italian and its products, now that was worth paying attention to – some of the best work I’ve seen this year. I was expecting more.

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