Jaffa, a name that has been synonymous with high-quality citrus fruits for generations, has unveiled an entirely new brand identity designed by Earthling Studio. This marks the beginning of a transformative journey as the brand prepares for significant expansion and adapts to the evolving digital landscape. For years, Jaffa has dominated the citrus market, but it has recently diversified its portfolio, expanding into a wider range of fresh fruits, including grapes, melons, and pineapples. As the brand ventured beyond citrus, it faced the challenge of maintaining its long-standing reputation for quality and natural goodness while embracing the future. The result is a brand identity that honors its heritage while establishing a bold, fresh, and modern look.
Initially, Jaffa approached the design team at Earthling Studio with a request for a modest update to their existing brand. The goal was to refresh the logo and improve the overall identity to reflect their expanding product line. However, as discussions deepened, it became apparent that a more drastic shift was needed. Stephen McDavid, creative partner at Earthling Studio, explains that it quickly became clear that Jaffa needed a completely new approach. “The brand needed to evolve, but not just in a small way,” McDavid recalls. “It was time for a radical redesign, one that would make a significant impact and set the tone for the brand’s future.” The decision was made to move forward with a bolder and more transformational design, rather than a simple evolution. This bold decision allowed Jaffa to truly capture its new vision and direction.
A Heritage-Based Logo with a Modern Twist
Jaffa has been a dominant force in the citrus industry for many years, renowned for its commitment to delivering fresh and high-quality fruit. With its deep-rooted legacy, Jaffa has earned a trusted reputation in households around the world. However, as the brand embarked on a strategic expansion to include non-citrus fruits such as melons, pineapples, and grapes, the need for a more adaptable and versatile logo became increasingly evident. The existing logo, although recognizable, was not capable of fully embracing the brand’s expanded product range and future growth. It was clear that Jaffa needed a new logo that would reflect the brand’s evolving identity while staying grounded in the heritage that made it so successful in the first place.
Jaffa’s previous logo, introduced just five years ago, was designed to represent the company’s citrus-focused offerings. While it was effective for the brand’s core product line, it lacked the flexibility necessary for future diversification. As the brand began to branch out and introduce new fruit varieties, the logo became more limiting, particularly in terms of its ability to effectively represent the full scope of Jaffa's new product range. Additionally, in an increasingly digital world, the old logo struggled to translate across multiple online platforms, appearing flat and less impactful when displayed on websites, social media, and digital advertisements.
Stephen McDavid, creative partner at Earthling Studio, explains, "We knew the existing logo was holding the brand back from realizing its full potential. It didn’t translate well across digital platforms or diverse product categories, and it lacked the flexibility Jaffa needed for future success." Jaffa needed a logo that would allow it to grow with the company’s expanding portfolio while also enhancing its digital presence. Thus, Earthling Studio took on the challenging task of redesigning a logo that could evolve with Jaffa’s new direction, ensuring it remained visually strong and appealing across all mediums.
Exploring the Heritage of Jaffa’s Brand
Before diving into the creative process, Earthling Studio spent considerable time studying Jaffa’s rich history and legacy. Understanding the brand’s roots was crucial to maintaining its authenticity and ensuring that the redesign remained true to the essence of what made Jaffa such a trusted name in the fruit industry. Jaffa has always stood for quality, naturalness, and freshness, and these core values needed to be reflected in the new logo.
The design team explored the brand's earlier logos, examining the visual elements that had stood the test of time. One key feature that stood out was the roundel shape, which has always been associated with Jaffa's identity. The roundel had become synonymous with the brand’s clean, natural approach to fruit production. The design team also revisited the iconic Jaffa blue, a color often seen on the brand’s fruit stickers. This subtle but powerful visual cue was a nod to the brand’s heritage, offering a strong connection to Jaffa’s legacy.
By delving into the company’s past and examining the symbols that had come to define it, Earthling Studio was able to extract elements that would serve as the foundation for a more modern and versatile logo. This process ensured that Jaffa’s rebranding would not only be fresh and contemporary but also deeply rooted in the company’s long-standing reputation for quality and innovation.
The Redesign: Simplicity Meets Playfulness
Earthling Studio’s approach to Jaffa’s new logo focused on a balance of simplicity and playfulness. The goal was to create a logo that would capture the essence of the brand’s natural, joyful, and high-quality products while presenting a modern and flexible design that would stand the test of time. The new logo incorporates a cleaner, more refined version of the traditional roundel, giving it a fresh, contemporary look while maintaining its heritage.
The wordmark, which had previously been a bit more stylized and complex, was simplified to improve its legibility and impact across a variety of digital platforms. The updated typeface was chosen for its modern, clean lines, which gave the logo a fresh, approachable feel. Earthling Studio worked closely with type designer Rob Clarke to fine-tune the wordmark, ensuring it was visually appealing, legible, and versatile across different media, from product packaging to digital displays.
The playful aspect of the new logo is conveyed through the use of bold, bright colors and a more dynamic, lively design. The vibrant hues reflect the juiciness and freshness of Jaffa’s fruit, inviting consumers to experience the brand’s joyful, natural essence. This playful approach aligns perfectly with Jaffa’s commitment to bringing fun and excitement to fruit consumption, while still maintaining an air of sophistication and quality.
The Use of Jaffa Blue: A Nod to the Brand’s History
One of the most notable aspects of Jaffa’s new logo is the subtle incorporation of Jaffa blue, a color that has long been associated with the brand’s fruit stickers. The blue color has become synonymous with Jaffa’s identity, and it was important to retain this visual cue to preserve the brand’s strong association with freshness, quality, and authenticity.
Jaffa’s fruit stickers have long been a hallmark of the brand, serving as a sign of the company’s commitment to providing high-quality fruit. By reintroducing this blue hue into the logo, Earthling Studio not only pays homage to Jaffa’s history but also reinforces the idea that the brand remains steadfast in its dedication to quality. The new logo’s blue roundel acts as a subtle but powerful reminder of Jaffa’s heritage, ensuring that consumers will continue to recognize and trust the brand as it evolves.
Incorporating Jaffa blue into the logo also allows the brand to maintain a cohesive identity across both traditional and digital touchpoints. The blue color stands out beautifully on packaging, advertisements, and social media, creating a visually striking and memorable brand presence. Whether on a grocery store shelf or a digital screen, Jaffa’s blue roundel acts as a beacon of quality and freshness, reinforcing the brand’s core values.
Enhancing Digital Flexibility
One of the primary motivations behind Jaffa’s logo redesign was the need for a logo that could easily adapt to the demands of the digital world. As the brand increasingly relies on online platforms for marketing and engagement, it became clear that the previous logo lacked the necessary flexibility for digital applications. The updated logo was designed with digital in mind, ensuring it could be easily scaled, reproduced, and displayed across various digital platforms without losing its clarity or impact.
The simplified wordmark and dynamic roundel make the logo highly adaptable, allowing it to look sharp and clear whether displayed on a small mobile screen or a large digital billboard. Additionally, the updated design ensures that the logo remains effective in both full color and monochrome formats, allowing it to be versatile and visually striking in all media.
The new logo also works seamlessly across a variety of digital environments, including websites, social media, email marketing campaigns, and digital advertisements. As more consumers engage with brands online, having a logo that is easily recognizable and impactful in digital spaces is essential. Jaffa’s updated logo ensures that the brand stands out on social media feeds, digital ads, and e-commerce platforms, helping it maintain a strong and consistent presence across the digital landscape.
A Timeless Yet Modern Brand
At its core, Jaffa’s new logo is a perfect blend of the brand’s timeless values and its forward-looking vision. The design team at Earthling Studio successfully created a logo that reflects the company’s heritage and commitment to quality while introducing a modern aesthetic that will resonate with today’s consumers. The clean lines, vibrant colors, and playful design elements convey the freshness and vitality that Jaffa stands for, making the logo appealing to a wide range of audiences.
The logo’s modern twist ensures that Jaffa will continue to appeal to younger generations, who are increasingly looking for brands that are fresh, dynamic, and digitally relevant. At the same time, the logo’s connection to the brand’s history helps preserve the trust and loyalty Jaffa has built over the years with its long-time customers.
Jaffa’s rebranding represents more than just a visual update; it is a strategic move to position the brand for future success. By modernizing its logo and expanding its digital presence, Jaffa is ensuring that it remains relevant in an ever-changing marketplace while staying true to its roots. As the brand continues to grow and diversify, its new logo will serve as a strong foundation for the next chapter in its journey. With its updated identity, Jaffa is ready to stand out in a crowded marketplace, attracting new customers while maintaining the loyalty of its existing fanbase.
The Revamped Juice Crew: Bringing Playfulness to Life
Jaffa’s rebranding efforts extend far beyond just its logo and color palette. One of the most distinctive and engaging aspects of the brand’s personality has always been its playful Juice Crew characters. These lively, animated illustrations of fruit interacting with human-like figures have become an integral part of Jaffa's identity, captivating both children and adults alike. These characters are beloved for their fun and engaging portrayal of fruit, and their role in the brand's messaging is pivotal in conveying Jaffa’s core values of freshness, quality, and joy.
Initially, the Juice Crew played a central role in bringing the brand’s products to life, infusing them with a sense of energy and approachability. However, as Jaffa’s product offerings expanded, Earthling Studio recognized that there was a tremendous opportunity to enhance the Juice Crew’s design to better reflect the brand’s evolving identity and modern sensibilities. While the characters were already effective in conveying the essence of the brand, they could be further elevated to appeal to a broader and more diverse audience, particularly younger generations that are increasingly engaged with fresh, vibrant, and digitally savvy brands.
The challenge faced by Earthling Studio was how to take the well-loved Juice Crew and refresh it without losing the fun and charm that had made the characters so iconic in the first place. How could the characters evolve to keep pace with modern design trends while staying true to the essence of what made them popular? To achieve this, Earthling Studio set out to give the Juice Crew a more contemporary and dynamic update, one that would make the characters even more expressive and engaging while retaining their youthful, playful nature.
Collaboration with Spencer Gabor: A Perfect Fit
To bring their vision to life, Earthling Studio collaborated with Brooklyn-based illustrator Spencer Gabor, whose distinct artistic style was seen as the ideal fit for the Juice Crew project. Gabor’s work is known for its use of juicy shapes, dynamic angles, and bold, vibrant compositions, all of which align perfectly with the fun and playful personality that Jaffa wanted to communicate. “We were drawn to Spencer’s ability to capture the energy and playfulness we wanted the Juice Crew to embody,” says Stephen McDavid, creative partner at Earthling Studio. “Spencer’s illustrations bring a fresh, modern energy to the characters, giving them an updated look while maintaining their inherent charm and approachability.”
Gabor’s illustration style helped infuse the Juice Crew with new life, allowing the characters to interact with the fruit in more dynamic and visually exciting ways. Rather than simply depicting fruit as static, simple objects, the updated Juice Crew characters come to life with energy and movement. The fruit now seems more animated, with exaggerated shapes and poses that highlight their natural juiciness and freshness. This updated design approach is more visually compelling and helps to communicate the brand's commitment to providing high-quality, natural fruit in a way that is engaging, memorable, and fun.
The decision to work with Gabor was rooted in his ability to create art that feels both contemporary and timeless. His illustrations carry a sense of playfulness, but also an emotional connection to the viewer. This is crucial for a brand like Jaffa, which aims to be approachable and relatable, while also exuding a sense of sophistication and quality. Gabor’s dynamic art style, combined with Jaffa’s values of naturalness and joy, creates a powerful visual language that speaks to the heart of the brand.
Evolving the Juice Crew: A Modern, Energetic Update
The Juice Crew characters have undergone a significant evolution, making them more expressive, vibrant, and interactive than ever before. Previously, the characters were fun and energetic, but their designs were somewhat static and could feel limited in their ability to evolve. With the new direction taken by Earthling Studio and Spencer Gabor, the characters have become more animated, with expressive faces and dynamic body language that convey emotion and energy. The characters now seem more alive, as if they are bursting with energy and excitement, ready to share the juiciness and vibrancy of Jaffa’s fruit with the world.
One of the most significant changes made to the Juice Crew was the addition of more dynamic angles and postures. The characters now leap, dance, and interact with their fruit in more fluid and playful ways. Their bodies appear more flexible and lively, with exaggerated curves and shapes that convey movement and liveliness. The fruit, too, has been reimagined, with dripping juice, splashes, and expressive forms that create a sense of excitement and fun. These updates reflect the overall ethos of the Jaffa brand—fresh, natural, and full of life.
The new Juice Crew characters are designed to appeal to a younger, more digitally connected audience. With their modern, energetic design, the characters are perfect for social media campaigns, online marketing, and digital advertisements. Their expressive nature makes them ideal for engaging with consumers on digital platforms, where fun, interactive, and visually striking content is essential. The updated Juice Crew also fits seamlessly with Jaffa’s commitment to maintaining a strong and consistent presence across all of its digital platforms, from social media to its website and digital ads.
Amplifying Jaffa’s Playful Brand Personality
One of the key objectives of Jaffa’s rebranding was to amplify the brand’s playful and joyful personality. This sense of fun is a core value that has always been central to Jaffa’s identity. The updated Juice Crew characters are a perfect embodiment of this playfulness, bringing a sense of lightheartedness and energy to the brand’s messaging. Whether seen interacting with fruit on packaging, in social media posts, or in digital content, the Juice Crew helps to reinforce Jaffa’s reputation as a brand that is fun, engaging, and full of personality.
The updated characters are not just playful in their appearance—they also reflect the brand’s commitment to delivering natural, high-quality fruit. The lively nature of the characters underscores the idea that Jaffa’s products are fresh, vibrant, and bursting with natural goodness. The fruit and characters are visually intertwined, showcasing the joyful relationship between the two and the quality of Jaffa’s offerings. The new Juice Crew is a direct reflection of the company’s philosophy of providing customers with the highest-quality, most flavorful fruit available, all while keeping the experience enjoyable and exciting.
The dynamic nature of the updated Juice Crew also mirrors the brand’s evolving identity. As Jaffa continues to expand its product offerings, moving beyond citrus to include a wider range of fruits, the characters evolve alongside the brand. The Juice Crew now reflects the diversity and versatility of Jaffa’s offerings, showcasing fruits like grapes, melons, and pineapples alongside the familiar citrus varieties. This helps position Jaffa as a modern and forward-thinking brand that is constantly innovating and growing.
Expanding the Reach of the Juice Crew Characters
The revamped Juice Crew is poised to have a much broader reach than before. With their fresh, modern design and vibrant personalities, the characters are primed to appeal to a wider range of consumers, particularly younger generations who are drawn to engaging, interactive content. In today’s digital-first world, the ability to create content that resonates with online audiences is more important than ever. Jaffa’s updated Juice Crew is designed with this in mind, making the characters perfect for viral marketing campaigns, social media promotions, and digital content creation.
By leveraging the new Juice Crew in digital and social media campaigns, Jaffa can engage with consumers in more interactive ways. The characters are versatile enough to appear in a variety of settings—from playful social media videos to digital advertisements and even interactive web experiences. The characters' lively personalities make them ideal for engaging consumers in a fun, informal way that aligns with modern content consumption habits. This approach will help Jaffa maintain a strong and consistent brand presence across all digital touchpoints, creating a deeper connection with its audience.
The revitalized Juice Crew will also play a pivotal role in Jaffa’s physical retail presence. Whether on packaging, point-of-sale materials, or in-store displays, the characters will help capture attention and bring a sense of excitement to the shopping experience. The vibrant, animated characters create a visual focal point that draws shoppers’ attention and encourages them to engage with the brand. In this way, the Juice Crew is helping to make the brand more memorable and impactful both online and offline.
Bringing Fun, Flavor, and Freshness to the Forefront
At the heart of Jaffa’s brand is the idea of fun, freshness, and flavor. These values are clearly reflected in the revamped Juice Crew, which is now more expressive, engaging, and visually exciting than ever before. The updated characters bring a new layer of energy and playfulness to the brand, reinforcing Jaffa’s position as a brand that delivers high-quality, natural, and flavorful fruit in a fun and accessible way. Whether consumers encounter the Juice Crew on a store shelf, in a digital ad, or on social media, they are sure to experience the vibrant, joyful spirit of Jaffa.
By giving the Juice Crew a fresh update, Earthling Studio has successfully infused new energy into one of Jaffa’s most beloved brand elements. The characters now embody the essence of what makes Jaffa unique: a commitment to providing consumers with high-quality, natural products that are as fun and exciting as they are fresh and delicious. The revamped Juice Crew is more than just a visual update; it is a strategic move that will help Jaffa continue to build strong, lasting connections with consumers while reinforcing its position as a modern, playful, and innovative brand.
Bright and Bold Colors for Maximum Impact
In addition to the logo and character redesigns, Jaffa’s overall color palette has undergone a major transformation. The brand’s previous color scheme, while recognizable, had become somewhat dated and lacked the vibrancy needed to stand out in today's competitive marketplace. Earthling Studio took the bold step of revitalizing the brand’s core colors, choosing brighter, bolder hues of yellow, green, and blue to better reflect the freshness and vitality of Jaffa’s fruit offerings.
This new color palette is more eye-catching and modern, helping the brand stand out on store shelves and capture the attention of consumers. The updated colors were carefully chosen to be more vibrant and energetic, conveying the natural freshness of the fruits Jaffa offers while increasing brand recognition. This updated color scheme has been applied across Jaffa’s entire product range, with each fruit variety receiving its own distinct color treatment to make it even more prominent in the marketplace.
The new, amplified color palette is a key element of Jaffa’s rebranding strategy, ensuring that the brand makes a strong visual impact in both physical retail spaces and digital platforms. The bright colors not only evoke feelings of freshness and vitality but also help the brand differentiate itself from competitors, making it easier for consumers to recognize and connect with Jaffa in a crowded marketplace.
A Fresh Typeface to Match the Brand’s Personality
Typography plays a crucial role in any brand identity, and Jaffa's redesign was no exception. McDavid emphasizes that the choice of font can either enhance or detract from the overall brand experience. With this in mind, Earthling Studio worked tirelessly to find a typeface that captured the essence of Jaffa's new identity—one that felt fresh, distinct, and harmonious with the other brand elements.
After an extensive search for the perfect typeface, Earthling Studio selected a font that complements the playful and modern character of the brand while ensuring clarity and readability across all mediums. The new font reflects Jaffa's commitment to quality and innovation, while also maintaining the brand’s distinct personality. The updated typography seamlessly integrates with the new logo and color palette, creating a cohesive and visually appealing brand identity that works across all platforms.
This thoughtful approach to typography ensures that Jaffa’s brand voice remains consistent, whether it’s appearing on product packaging, digital media, or promotional materials. The new typeface enhances the brand's overall look and feel, reinforcing its position as a modern, high-quality fruit producer.
Jaffa’s New Identity Across Multiple Platforms
Jaffa’s updated brand identity will be featured across a wide range of platforms and touchpoints, ensuring that the brand makes a consistent impact on consumers no matter where they encounter it. The new logo, color palette, typography, and Juice Crew characters will be prominently displayed on packaging, merchandise, and digital media. In particular, Jaffa’s updated identity will be visible across Tesco stores nationwide, where it will appear on product packaging and point-of-sale materials. The redesign will also be featured on Jaffa’s website, social media profiles, and digital out-of-home (OOH) advertising, ensuring that the brand’s new look reaches a broad audience.
To ensure a seamless and consistent implementation of the brand identity across all channels, Earthling Studio created comprehensive brand guidelines. These guidelines provide clear instructions on how to apply the brand’s assets, ensuring that the new identity is represented accurately and effectively across various platforms and touchpoints. Additionally, Earthling Studio collaborated with other creative partners to ensure that the brand’s transformation was executed flawlessly across all areas of the business.
With this new identity, Jaffa is poised to take its place as a leader in the global fruit market, connecting with consumers through a fresh, modern, and highly recognizable brand. The updated design reflects the brand’s ongoing commitment to quality, innovation, and natural goodness, while positioning Jaffa for future growth and success.
Through this bold redesign, Jaffa is ready to make a lasting impact across both traditional and digital spaces, ushering in a new era of high-quality fruit that consumers can enjoy and trust. The revamped brand identity is a clear signal of Jaffa's commitment to delivering fresh, flavorful products while staying true to the values that have made the company a household name for decades.
Final Thoughts:
Jaffa’s decision to overhaul its brand identity represents more than just a visual update; it’s a strategic shift that signifies the company’s evolution and future aspirations. By recognizing the need for a design that could evolve with the brand’s expanding product range, Jaffa has not only refreshed its look but also set the stage for its continued growth in an increasingly competitive market. The bold transformation of its logo, character designs, and color palette positions Jaffa as a modern, forward-thinking brand, while maintaining strong ties to the essence of what has made it a household name for decades.
The brand’s commitment to quality, naturalness, and joy is now more clearly represented through its refreshed identity. By refining its visual language and updating key design elements, Jaffa has successfully embraced the future without sacrificing the values that have made it a trusted name in the fruit industry. This strategic approach ensures that the company’s legacy is honored while also appealing to new generations of consumers who demand fresh, high-quality, and digitally relevant brands.
The updated logo and vibrant color palette have already demonstrated their potential to help Jaffa stand out in both physical stores and the digital space. With its dynamic Juice Crew characters, modern typography, and bolder hues, Jaffa is now more equipped to capture attention and convey its personality. The revitalized design is not only eye-catching but also reflects the company’s mission to deliver fresh and flavorful fruit that bursts with character and authenticity.
Moreover, the brand’s new identity ensures that Jaffa is prepared for long-term success in an ever-evolving market. With the ability to adapt to different digital and physical platforms, the redesigned brand has the flexibility to meet the needs of today’s consumers, while remaining recognizable and trustworthy. Through the creation of detailed brand guidelines and collaboration with other creative partners, Earthling Studio has ensured that Jaffa’s identity remains cohesive across all touchpoints, offering a unified experience for consumers.
In the grand scheme, Jaffa’s rebranding is not just about visual appeal; it’s about positioning the brand for future growth and success. The new identity reflects a strategic investment in the brand’s future, paving the way for Jaffa to build upon its already strong foundation and extend its reach across new markets. This transformation is a testament to Jaffa’s adaptability and its determination to stay ahead of the curve in an ever-changing world.
The new Jaffa brand is not only a visual refresh but a clear message to the world that Jaffa is committed to offering high-quality, delicious, and natural fruit to consumers, while embracing modern design trends and digital platforms. With this rebranding, Jaffa is set to continue its legacy while confidently stepping into a new era of innovation and success.
