Just Design was presented the challenge of innovating the pack designs to make them modern and more impactful on shelf, while ensuring that the original I&J branding is still recognisable. The agency approached the project as a brand evolution rather than a brand revolution. They set about redefining the brand architecture, retaining the fundamental design features and introducing new elements such as bold colours and type.
I&J's Marketing Manager, Rinie Erasmus, was impressed by the agency's strategic approach: "The challenge for I&J was to differentiate ourselves from our competitors within the frozen food category. Our objective was to create a strong, uniquely I&J brand identity, whilst at the same time clearly communicating the difference between price tiers, accurately conveying each product's unique selling point. The new 'look and feel' has achieved just that."
Central to the redesign is an asymmetrical bold red frame, informed by the distinctive logo shape. This carries across all the new packs and serves the dual function of improving visual standout while creating cohesion for I&J across different product offerings and price points. Within this framework, the designers were able to successfully differentiate products through the use offonts, colours, finishes and photography. A simpler, brighter approach for the good-value tiers shifts to a deeper, richer aesthetic as you move up through the range, all the while portraying the freshness and quality for which the brand has become famous.
The resulting new packs speak for themselves. They are modern and iconic, yet undeniably still the I&J South Africans know and love.
