July 12, 2019
Jamaica Blue returns to its roots and wins big
The QSR Media Award for ‘Best Brand Transformation’ of the year has been awarded to Jamaica Blue. The iconic business reinvigorated the origins of its brand, returning to vibrant Jamaican roots with a refreshing personality makeover
The new quirky, bold and vibrant brand identity boasts that Jamaica Blue is the place to ‘Escape and Refresh’.
Jamaica Blue has been a well known and loved part of Australia’s cafe culture for nearly three decades. Within and beyond our sunny shores, Jamaica Blue is a global success story. Named Overall Large Franchise Champion at the 12th Pentair Everpure Golden Bean Roaster’s competition in 2017, the hugely successful franchise network serves customers at 170 Jamaica Blue cafes across seven countries.
Back to its roots
Award winning agency Frost* Collective guided the exciting transformation, exploring the history of the brand and reinvigorating it for today’s customers.
General Manager for Jamaica Blue, Drew Eide said the brand at its inception over 25 years ago had a very distinct connection to the world’s finest coffee from the Blue Mountains of Jamaica and the island’s relaxed and quirky culture. Over time they strayed from that important connection, so have rediscovered what inspired their conception with an exciting design and experience led overhaul.
An experience through and through
Not only has the logo and brand identity been updated with a contemporary revision, the Jamaican inspired theme has permeated the store fit-outs, food and drink and even the music with a Caribbean twist that can be experienced in stores.
Melissa Wei, Marketing & Customer Experience Manager said “...we are delighted with the results. Winning this award provides enormous encouragement for us to deliver what we love at Jamaica Blue with revitalised enthusiasm to our marketplace.”
See more: Jamaica Blue Award
