Jaffa, a household brand renowned for its citrus offerings, has embarked on a new journey with a broader portfolio and new identity. Earthling Studio has enhanced Jaffa with a new look.
With its new identity, Jaffa inspires a new generation of consumers focusing on freshness, quality, and juicy natural goodness. Stephen McDavid, Earthling Studio’s creative partner, says Jaffa was eager to move towards something bolder and more transformational. He highlighted that Jaffa has been recognized in the citrus industry for decades.
Jaffa pointed out that the previous identity, which was created about five years ago, didn’t provide enough flexibility to support the brand’s expansion and held it back when it created engaging content across digital platforms. McDavid said it wasn’t easy changing the logo. But that the studio dove into Jaffa’s rich heritage during the early design phase, and established a timeless, simple, and playful logo. It aligns perfectly with what Jaffa wanted – naturalness, quality, and joy.
McDavid said a slither of Jaffa brand blue was integrated into the logo’s roundel as a subtle nod to its fruit sticker heritage. The logo was redrawn and refined. “Jaffa has an undisputed reputation for producing the juiciest fruit – a clear sign of quality. This single-minded insight fueled us to create an unquestionably juicy brand identity packed with as much personality and zest as the products themselves.
Jaffa also had its Juice Crew characters upgraded to playfully interact with fruit. For this, Earthling Studio worked with Brooklyn illustrator Spencer Gabor. “We considered several potential collaborators for the project, but Spencer was finally selected due to the juicy shapes and dynamic angles in his work.”
About the choice of fonts, McDavid said it can make or break an identity. “We searched high and low for an existing typeface that felt fresh, distinctively Jaffa, and worked harmoniously with the other assets in the identity.” Earthling Studio also created a brand guideline with easy-to-follow best-in-class application examples.
Rachel Botha, Jaffa Spokesperson, said the new branding will be introduced in Tesco stores. “This rebrand is more than just a new look –it emphasizes not only our dedication to quality, but ongoing innovation to sit with the ever-changing retail fixture.”
The new logo will strengthen Jaffa’s connection with consumers and provide a standout range of products that inspire a new generation to enjoy the fresh, natural goodness of the Jaffa offering.
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