Elevating the everyday
We’ve had a long and established relationship with the JDM Food Group, but last year they approached us with a significant project & challenge — how can we assist in redefining the business and shift perceptions of current and future customers.
JDM is known for its scale and capability in food manufacturing and its expertise in whole head garlic and ginger. The business is smart, intelligent, artisan and they wanted to move beyond being seen purely as a ‘supplier’. Having held a series of one-to-one depth interviews with the leadership team and customers, it became clear that the businesses true strength was a deeper understanding of flavour, a culture of innovation, and a commitment to delivering added value to everything it does.
Our role was to lead a strategic brand repositioning — evolving JDM from a traditional food business into a flavour-led, insight-driven, customer centric partner. This was more than a visual refresh. It was about shaping a brand that could stand out in the food industry and speak directly to both existing customers and new commercial opportunities.
We created a bold new identity system that communicates freshness, energy and expertise. A refined logotype, vibrant colour palette, and layered swirling visual elements were all designed to reflect JDM’s focus on flavour, quality, and innovation. In short, they were and are the flavour experts and what their work does is ‘elevate the everyday’ in terms of their portfolio of solutions.
The identity was designed to flex across all channels — from internal comms, print, presentations, digital platforms and beyond. Codification was key to our solution, and this is reflected in the brand guidelines to ensure not only consistency is achieved, but relative distinctiveness, clarity and impact across every brand touchpoint.
The result is a modern, distinctive brand identity that positions JDM as a forward-thinking flavour partner with the ability to elevate any customer requirement.