The Ja Joint By Carly day is a social enterprise who’s mission is to change lives through cooking resourcefully. Each dinner kit bought also buys a dinner kit for a family experiencing food poverty in Northamptonshire, England. Eat Good Do Good. Carly is a very real, bright and colourful character behind the creation of the culinary concepts. Carly live streams her cooking online with tips on how to make the most of what you’ve got in your fridge and your cupboard.

Branded communications are initially aimed at people in the community which the social enterprise helps – Northampton, England. Via Instagram, an online site and facebook live streams.

The Ja Joint brand had already existed as a lo-fi mono ink stamp for applying by hand to the hand-made jerk kits in kraft pouches. But needed updating to be eye-catching and highlight all the great things happening beyond the food product itself.

English graphic designer and brand creator Morgan Musselle AKA MrMogs designed the rebrand to retain it’s authentic local lo-fi and handmade credentials – with an injection of colourful humanity and a ‘tightness’ that comes naturally with a designer’s eye. Laid-back and human ‘rubbed’ typography and icons to show off all the good stuff – vegan, 100% natural, gluten-fre, Jaimaican consulate certified. Engaging and real, yet not too corporate.

Logo was created with Carly’s portrait because she is the brand. Product designs were created in photoshop with brushes to give a loose, hand-made feel. Consideration was given to creating icons that highlighted the benefits and USPs of the product. The challenge was cramming all this good stuff onto a label that was just 90mm wide while remaining legal with all the food packaging regulations.

A small and cost-effective suite of assets were created for social media and creating a DIY website. Food packaging labels were designed for application to a kraft pouch with a folding recipe card – containing a guide on how to make 3 meals with the Jerk Rub by cooking resourcefully and reusing leftovers.

The results are a real product that is live as of December 2020 – being produced and distributed locally from Wellingborough. Local foodies are learning how to ‘cook clever’ stretch leftovers and feed families experiencing food poverty at the same time.