Jaffa gets contemporary new look

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here