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BRAND POSITIONING. BRAND IDENTITY, WEBSITE, ACTIVATION, BRAND GUARDIANSHIP

People want to lead healthier lives, but it’s hard to stay positive when even treating yourself comes with baggage. Too many brands promise health and deliver sugary, salt and saturated fats in this guise. Alex and Sean wanted to help people with the health crisis in the UK, brothers in arms to champion healthy eating after their journey of balancing food and health growing up. They came to me to bring their vision of a truly healthy treat brand and way of living to life. What a better place to make an impact than the bakery category - a dusty, sugary, saturated in fats and palm oil galore!

THE PROBLEM
The lack of healthy and tasty options in sweet bakery (one of our favourite food categories) doesn’t sit right with us. With 2 in 3 UK adults now overweight or obese, Jnck Bakery wanted to show the category that it’s time it sees some fresh, healthier innovations for the health of a nation.

“We want to redefine junk food and support people living healthier lives by removing sugar. We needed to create disruption in the sweet snacking and fresh bakery markets. Jnck Bakery offers low-sugar, nutritionally enhanced cookies, which taste delicious (approx 1g sugar, 8g protein and 9g prebiotic fibre per cookie). Jnck is compliant with the UK government's new set of HFSS regulations.

THE SOLUTION
We developed a name that epitomised the brand positioning and the vision. “Live Jnck-Free” was the articulation that was developed for the vision of the brand. Humans deserve all the freshly baked things (without the guilt trip). We wanted to be disruptive and thought provoking in the category by pioneering and leading the way for others to follow in healthier eating options.
Building the brand was a journey working the founders and Lara Chapple (strategist). We embarked on disrupting the bakery category's status quo in every touchpoint without demonising others within. Jnck Bakery was developed to be a quiet activist, leading the way for others to follow, for a greater positive impact. By developing a daring brand proposition and translating it into a brave visual and verbal identity, we created a brand that stood out in a crowded market, which was a sea of brown packages with a commodity approach to bakery encouraging quantity over quality. Our approach challenged the bland, safe norms of the category, perfectly complementing Jnck’s innovative low-sugar, protein-packed cookies.
DESIGN
The logo was developed from Junk. A template and design for the logo was drawn as a sketch, then discarded scrap paper was torn into letterforms, photographed and drawn in illustrator . It was important that the letters were unique to the brand and the tears, rips and natural irregularity of creating things by hand were reflected in the brand assets. Alex had spent 2 years developing the product before I met him and the care, craft and artisanship that he had poured into the product development, I felt should be reflected in the brand.
The brand assets were then built deliberately to challenge where needed. The colour palette went against the sea of beige, in the bakery category and the blue was chosen as a nod to blue sky thinking and being a pioneer and also a non flavour colour in food. The Jnck background assets and Jnck canvas was developed to reflect the art of baking. Using the ingredients to make abstract patterns as an artist would, then photographing, vectorising and layering into a unique canvas and backdrop. These assets were then individually used to create the Jnck brand world from packaging, website, communications and digital and physical activations. The photography was shot on the brand colour palette and supporting typography was selected to be accessible, warm and inviting.
The low fi activations the brand has created include a demonstration with placards outside the Lunch event at The Excel in London, on the only piece of land that is public. We produced “Live Jnck-Free” placards and created brand awareness to attract people to our tiny 1m square stand, in the innovation zone. Other low fi activities again play on Junk food with our dejunked vending machine, mobile, assembled at dawn and holding 1 person who hands out cookies at park runs, around the country. This zero marketing and guerilla approach is a key element of the quiet activist and the stance of the brand moving forward.
The website was built to be responsive and included animations that helped to express the key product benefits without feeling too worthy or technical. It's a healthy treat and visual look and feel of the brand was carefully created, to ensure it didn’t feel like a health food brand, at the expense of taste or a fun experience. Let’s face it, a pea protein cookie isn’t going to fly off a shelf in Tesco!
Brand creation • Brand positioning • Packaging • Website design • Motion • Brand activation
THE IMPACT - the brand helped the business development and launch into retail in several phases. The brand creation and identity had an initial impact before any listings were won and products sold.
• The brand alone with no marketing support, secured funding from Innovate UK Better for All competition to allow the brothers to develop and scale the small kitchen batch production and find suppliers that could scale the production and develop the product consistently to even be ready for large retailers and their supply chain
• The Jnck brand then secured distribution trials on the Go puff app, Boost Juices, with Soho Coffee Chains in London and Simply Fresh (university food stores onsite)
• ???? Launched nationally in over 800 Tesco stores, marking the first low-sugar, protein-rich cookies in the sweet bakery aisle. as a result of the demand by consumers for healthier alternatives as an antidote to high sugar, low nutritional value snacks and treats.
• Last year’s crowd cube fund gave the company a pre-money valuation of £3,900,000