Jimmy’s Iced Coffee have announced that they will kickstart 2020 with a complete rebrand, dropping 13th January 2020. The new design signposts evolution for the Jimmy’s brand. Jimmy’s major UK supermarket stockists will be among the first to unveil the new-style cartons on the fridge shelves.
A clean, two-colour background with classic bold font will replace the busy stripes, quirky shapes and beach goer characters from current designs. While the radical re-design emphasises Jimmy’s desire to continue innovation, the back-to-basics style redefines the simplicity of Jimmy’s ethos and ingredients they’ve had right from the start.
For Co-founder Jim Cregan, the rebrand has come at a critical time. He says, “When we first created our design, we knew it had to be timeless. It couldn’t be a flash in the pan job that would suddenly look old. I feel we nailed this. Fast forward nearly a decade and it feels like the brand could do with a new pair of kicks and a new hairdo. It needed a freshen up. You don’t have to compare yourself to Nike or Apple, you’ve just gotta do what you feel is right for the brand. We feel the time is right, so we’re gonna do it and it’s gonna rock.”
Keeping the same awesome recipes, Jimmy’s drop the ‘latte’ description from the front of the pack and replace with ‘coffee + milk’ to reinforce the Jimmy’s way and challenge industry jargon.
The clean cream carton includes further details on the sourcing of the ingredients and additional information, adhering to their target market’s desire to know what they are buying.
Nick Waring, Head of Creative, commented, “We’re always visually sense checking Jimmy’s brand position, asking ourselves where we want to be and ‘what if?’. Throughout the rebranding process we ensured that the Jimmy’s soul was the heartbeat of the new design whilst creating something timeless, easily identifiable and fun”.
The brand makeover comes as the eight-year-old challenger brand moves beyond selling iced coffee and grows their range. The tongue-in-cheek company have expanded the overarching ‘Jimmy’s’ brand and product offering in recent years. Jimmy’s now sell epic merchandise, roasted coffee beans and are breaking into the adult soft drinks market with a new product in the pipeline for Q2 2020.
In order to reduce wastage and align with Jimmy’s environmental initiatives, the old cartons will still be available for a limited time through wholesale and convenience channels.
To keep things simple, the colour-associated flavours remain. Jimmy’s Original still shows in the vibrant blue colour, Skinny version stands out in red, synonymous with skimmed milk, Mocha packaging appropriately resembles an indulgent chocolate colour and Dairy Free in prominent green, to reflect its plant-based origins.
The rebrand kicks off an exciting year for Jimmy’s, as they aim to fulfil their goal of being plastic-free in summer 2020.
Jimmy’s Iced Coffee 330ml cartons have an RRP of £1.60 and 250ml of Flat White RRP is £1.85.