Giving the Jamie Oliver brand a “pucker” presence on the shelf


The team at Jamie Oliver enlisted the help of The Behaviours Agency with the task of reviewing the brand design used across their entire gifting and food ranges. They wanted to enhance the premium credentials of the brand while creating greater differentiation between the products and making the packaging more evocative of the Jamie Oliver brand values.

Shaping Buyer Behaviour

We knew that the solution would be found in the use of an iconic and consistent brand design that could then be applied across Jamie Oliver’s plethora of products and ranges. Although differentiation between products was important, the consumer still needed to see the range as a family.  This belief formed the foundation of the decision to keep the existing graphic device – which we lovingly call ‘the splat’.

A food based colour palette was introduced to ensure the brand design felt relevant to the category as well as creating stand-out and recognisability. Jamie works with a host of licensed partners, so to ensure a consistent and powerful brand message, we developed his brand guidelines to give clear guidance on its visual and linguistic identity.

Driving Success

The vibrant brand design successfully gave the products an explosive presence on shelf, which really captured Jamie Oliver’s spirit and caught the consumer’s eye. The client team were delighted with the results.

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