JFDCo: Creating a brand new flavour
Problem
Jamaica No problem
When the Jamaica Food and Drink Co. (JFDCo) approached us, their goal was clear: to go beyond its annual festival roots and showcase the Jamaican culinary experience all year-round.
The challenge was not just about expansion, but also evolution. The existing brand identity, synonymous with the annual festival, was too narrow to encompass the broader vision of guided culinary experiences.
Solution
Strategic Brand Evolution
Brand Therapy Sessions: We went on a discovery mission with the organizers, delving into what the Jamaica Food and Drink Co. aspired to represent, and who they serve. We helped them land on their core role: Curators. They aim to curate and share unparalleled Jamaican food experiences with the world.
Identifying the Brand DNA: At the core of the Jamaica Food and Drink Co. is as a celebration of Kingston's unique culinary landscape. Far from creating a generic destination brand, the focus sharpened on unveiling the adventurous side of Kingston; diverse food, culture, people and stories.
A New Brand Identity: Inspired by these and other insights, we crafted a new brand identity. This was not just a logo but a dynamic, modular branding system capable of adapting to various digital and in person experiences and narratives. It was designed to position Kingston not only as Jamaica’s capital but as the world's coolest food destination.
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Impact
Now we're cooking!
The Jamaica Food and Drink Kitchens concept has been successfully launched as an expanded JFDCo. experience curating live cooking experiences using the brand's new direction.
The new branding system was meticulously designed to be flexible yet cohesive, allowing for seamless application across their in-store experience, and digital collateral. This adaptability ensured that every touchpoint could tell a part of Kingston's culinary story.
“Loving the new look. It’s a winner! People really love it.”
Nicole M., JFDCo.
