JDM Foods asked for The Brand Nursery to help them relaunch a brand within their portfolio that they felt had potential, but had never been properly defined or executed. It was called ‘Just Add’.

They began diagnosis work with the team at JDM and then undertook research with consumers to identify the potential and most appropriate positioning for Just Add.

As the brand was largely marketed in the chilled Meat, Fish and Poultry section of supermarkets, they developed a central idea for the brand around how ‘fresh flavour ideas’ plays the central role. Just Add was positioned as the ‘kitchen helper’ that enables the simple, easy creation of a range of interesting, tasty recipes.

Their design solution came in two parts. Firstly, the new brand identity was hand drawn and contains just a hint of liquid to dramatise the Just Add idea. In-house illustrations of constituent ingredients help to deliver a sense of the freshness of the product.

Secondly, the need for sustainability is a topic every brand must consider so engaging with the JDM supply chain partners they sourced a recyclable Doy pack which can be home recycled but still have all the barrier qualities required for a chilled food product. The end result is an immediately interesting product in the Meat, Fish & Poultry cabinet that offers the benefits of being recyclable too.

This is just the beginning of The Brand Nursery’s journey with this versatile brand as the Just Add range expands in the future.