Juici Jerk is a vibrant Caribbean food business that brings authentic island flavours to London’s diverse culinary scene. Starting as a street food vendor, Juici Jerk was ready to expand its operations and establish a more prominent presence in the competitive food market. They needed a brand identity that would capture their bold flavours, cultural heritage, and energetic personality while appealing to a wide audience.
Juici Jerk needed to evolve from a local street food favourite to a recognised brand with potential for expansion. The challenge was to create a visual identity that would honour Caribbean culinary traditions while feeling contemporary and appealing to modern food enthusiasts. The brand needed to stand out in London’s saturated food scene and work effectively across multiple touchpoints—from food packaging and restaurant environments to digital platforms and delivery services.
We developed a vibrant brand identity centred around the joy and energy of Caribbean culture. The visual system began with a bold, hand-drawn logotype that conveys the brand’s playful personality and handcrafted approach to food. The typography balances casual friendliness with clear readability, essential for menus and packaging. The colour palette draws directly from Caribbean influences—vibrant yellows, hot pinks, and rich greens—creating an immediate sense of tropical energy and authenticity. These colours were applied strategically across all brand touchpoints to ensure recognition and consistency. We created a flexible system of patterns and illustrations inspired by Caribbean textiles and street art, providing a distinctive visual language that could be applied across various applications. Food photography direction emphasised the vibrant colours and textures of the dishes, with a styling approach that felt abundant and inviting rather than overly precious. For packaging, we designed a system that maintained the brand’s energetic personality while being practical for different food formats. The takeaway containers, sauce bottles, and delivery packaging all feature cohesive branding elements that enhance the dining experience beyond the restaurant.
The refreshed Juici Jerk brand successfully elevated the business from a street food operation to a recognised name in London’s food scene. Since the rebrand, they have expanded to multiple locations and launched a successful range of retail products. Customer engagement metrics show a significant increase in social media following and interaction, with user-generated content frequently featuring the distinctive packaging and branding elements. The vibrant visual identity has helped the brand stand out in food delivery apps, leading to a 45% increase in online orders. The brand has received recognition in several food and design publications, with particular praise for how it authentically represents Caribbean culture while feeling contemporary and accessible. Most importantly, the clear brand positioning has helped Juici Jerk attract both customers seeking authentic Caribbean flavours and those new to the cuisine, broadening their market appeal while staying true to their roots.
