Jaffa is unveiling a new look aimed at giving the citrus brand a more contemporary image. The new branding, which will roll out globally today (October 3), has been designed to appeal to younger consumers.
London-based agency Arbor Creative has designed the new brand identity which will be used across all on-pack communication, marketing activities, the website, and promotional activities.
There is also a new logo which is accompanied by the strapline “Love Life. Love Jaffa”.
The new branding will be used across all packaging formats from stickers on individual fruits and labels on packs, to outer cartons to increase visibility and reinforce branding in store.
A marketing campaign will also be launched to support the rebrand, which includes sponsorship of Team GB’s sailing academy in Weymouth; a tour of the UK’s summer hotspots; and a sampling campaign in a Jaffa-branded VW camper van.
The Jaffa brand name has been in the UK market for 50 years. Over the last half century it has seen investment of over half a billion dollars.