JDO Unveils New Logo and Packaging Design for DELI KITCHEN
British flatbread brand Deli Kitchen has been rebranded by design agency JDO, which has introduced a new logo and packaging.
The identity refresh aligns with the brand's tenth anniversary and is part of a strategy to enter new markets and categories beyond flatbreads.
The new brand positioning is centred around the slogan, "Where flavour plays".
“Deli Kitchen has always been about bold flavour and great food experiences. Our challenge was to bring that to life through a brand world that feels bold, modern and full of energy,” explains Emily Fox, executive creative director at JDO.
Adding: "The bakery aisle can often feel visually uniform, and Deli Kitchen wanted to stand apart as a confident, premium brand. The new identity is designed to do exactly that, with ‘Where flavour plays’ capturing the spirit of the brand."
The new design system showcases what are called "vibrant, appetite-led colours", along with refreshed typography and food photography.
A central element of the rebranding is the logo's transformation, which has evolved from a functional wheat motif to a flame symbol, symbolising "warmth, energy, and bold taste".
Sunburst illustrations surround the logo on the packaging, providing what is claimed to be a cohesive look while allowing each product to maintain its individuality.
"Bold and expressive, these visual elements are filled with playful details that reward closer discovery while evoking a sense of place," say the designers.
