Jus-Rol has earned its place in kitchens across the UK, built on real legacy in baking. When they came to us for a refresh, we knew exactly what was at stake. This wasn't a brand to reinvent – it was one to understand, and do justice to.
01 Challenge
Founded in 1954 out of a family bakery, Jus-Rol was the UK's original innovator in ready-rolled pastry. But what do you do when convenience isn't what it used to be, and own-label brands are borrowing your cues and stepping on your toes? Growth had begun to flatline.
The ambition was to bring in a new audience without alienating the loyalists who've baked with the brand for years.
We defined the brief in partnership with the Jus-Rol team, and it covered a lot: modernise the brand, unify the ranges, simplify product navigation, and ultimately shift brand awareness into brand preference to reset Jus-Rol as the UK's most iconic baking brand.
02 Insight
Ready-rolled pastry used to save people the hassle of making dough from scratch. But if convenience is really what someone's after today, they're not buying pastry to bake with – they're buying something ready-made, already finished.
So we moved away from a functional story and toward a human one, choosing to champion the kind of carefree, joyful moments adults usually talk themselves out of. The shift became about stepping away from saving time to making sure it's worth their time.
The brand's role isn't to make baking faster. It's to make it a safe place to embrace the process and make something that's truly yours. We stood for joy, and built the brand idea around free, joyful baking.
03 Tone of Voice
If we wanted to turn everyday meals into moments of creative joy, the brand needed to sound the part too. So we built three principles for how it speaks. Letting go of perfection, through natural, conversational language with space to breathe. Bringing good energy, through sensory, baking-led language. And grounding it all in a tone that's reassuring and confident.
The result is a voice that supports and encourages, setting people up for success without overpowering the moment.
04 Design Idea
The design challenge was to reflect that insight without overcorrecting: creativity and warmth without tipping into “kiddy”, confidence without being patronising, a human touch without chaos. We also didn't want to go too far with the brand at the cost of what made it iconic in the first place.
We carefully reviewed every existing asset to decide what could evolve and what was best left untouched, starting with re-crafting the Jus-Rol logo to balance the brand's heritage with a contemporary design approach.
At the heart of the new brand is our sunburst graphic device. Representing the fun in home baking and the enjoyment of the process, it brings a burst of joy to the kitchen.
The ready-made pastry and dough category is passive and muted, so we built a bold new colour palette that keeps Jus-Rol recognisable in-category while making it unmistakably its own (plus a flash of premium gold because joy still likes to dress up!).
Fresh typography, handcrafted illustrations, and new distinctive brand assets such as the 'BAKE BOLD' rosette and 'Ready to Create' swoosh complete the new design system.
05 Packaging
The previous packs had become cluttered, so our new brand architecture and design system takes a more confident approach.
Before, Jus-Rol leaned heavily on recipe suggestions, but variety wasn't ownable and it gave people ideas they could take straight to an own-label alternative. So instead, we focused on building something genuinely distinctive, built for shelf standout.
We did keep the inspiration alive through double-sided photography, always demonstrating a sweet and a savoury option, and one hero recipe suggestion on the back of pack. Sitting on the vibrant sunburst backdrop and complemented by the refined Jus-Rol lockup, the stacked ingredients, scattered crumbs, and delicious drips celebrate the joy of creative experimentation and the imperfections of home baking.
With the packaging reset, we also built in the flexibility for Jus-Rol to easily introduce new products, innovations, and formats in the future, treating the brand as an operating system, not a fixed set of rules.
06 Testimonial
“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
