Jones the Grocer is a food emporium stocking a range of specialty products sourced and selected from around the globe, walk-in cheese room, charcuterie and deli, all of which are amongst a contemporary café. Established in 1996 with the flagship store in Sydney – Jones the Grocer now has 19 stores across Australia, Bahrain, New Zealand, Qatar, Singapore, Thailand and the UAE.

Driven by their desire to provide the best gourmet food for everyday living, Jones the Grocer decided to relook at their approach to the brand to re-inspire and excite the imagination of all food lovers.

Looking at three key aspects we felt were imperritive to Jones (quality, freshness and fun) we united the brand with a distinct, unique, compelling and ownable tone of voice.

Going back to the brand roots in Australia ( who don’t take life too seriously) and collaborating with a copywriter, I communicated this with a cheeky/slightly mischievous sense of humour throughout all the work. This can be seen across all consumer touch points from the stationery, in-store collateral, menus, interiors, website, packaging, advertising and social media.

A range of icons was also developed to be used across selected material.

Scope of Work: Packaging, Collateral, Art Direction, Illustration, Advertising, Vehicle Livery, Uniforms, Web Design, Social Media