NB Studio creates style for Jelly Belly brand extension

Jelly Belly, the US-based confectionary company, has revealed ambitions to move into the childrenswear market with the launch of a Jelly Belly Junior range, as part of its global brand extension strategy. A raft of products will be designed according to a style guide developed by NB Studio.

The guide will launch next year and is serving as a ‘tool box’ for third parties to use as a creative guideline when applying the Jelly Belly brand to products.

NB Studio has been working closely with The Licensing Company to develop the guide, which creates a fresh graphic style for the brand based on ‘colour, flavour and shape’, says Tania Ostroumoff, group creative director at The Licensing Company.

As part of the brand extension programme, Jelly Belly will roll out food-related items, such as jelly, cocktail mixes and ice cream sauces as well as launching non-food products, such as clothes, stationery, toiletries and homeware products. Items will begin to hit the UK stores from next year, says Ostroumoff.

The Licensing Company was appointed to spearhead the brand extension programme for Jelly Belly last year. It then appointed NB Studio following a four-way pitch.

Jelly Belly was founded in 1976. Its core product is the jelly bean sweet, which comes in 50 different flavours.