Jus-Rol

Founded in 1954 out of a family bakery, Jus-Rol became the UK's original innovators in ready-rolled pastry. However, with increased competition from own-label products borrowing from Jus-Rol’s branding cues, growth had begun to flatline.

Jus-Rol had high brand awareness, but mostly for its ready-rolled puff pastry product, so the challenge was multifaceted: modernise the brand, unify the ranges and simplify product navigation, and ultimately shift brand awareness into brand preference.

Defining the brief in partnership with the Jus-Rol team, we set out to build on the brand's heritage and positive associations, resetting Jus-Rol as the UK’s most iconic baking brand to unlock retailer growth opportunities.

Delivering shelf standout was key to the success of this redesign.

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 developed a bold new colour palette that balances established category cues with ownable brand equity – plus a flash of premium gold – to elevate the Jus-Rol brand wherever it shows up.

When modernising heritage brands, it’s important not to strip away what made the brand iconic in the first place. We sympathetically re-crafted the Jus-Rol logo without oversimplifying it, balancing the brand's heritage cues with a contemporary design approach.

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.

Where the previous packs had become cluttered with recipe suggestions, our new brand architecture and design system takes a more confident approach. Uniting the existing product ranges, we've built in the flexibility for Jus-Rol to easily introduce new products, innovations, and formats in the future.

Selecting one hero recipe suggestion for each product, we created a new mouth-watering foodie style for the on-pack product photography. 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 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