June 20th 2019
Jamaica Blue has won the QSR Media Award for ‘Best Brand Transformation’ of the year after its return to the brand’s vibrant Jamaican roots.
Frost*collective would like to extend our warm congratulations to Jamaica Blue for impressing the judges at this years’ QSR Media Awards where they have picked up 'Best Brand Transformation'.
Over time, the food and beverage franchise network had strayed somewhat from the important connection to its Jamaican roots, and Frost* was engaged to undertake a customer experience strategy (read more about our CX work on this project here) and a brand strategy to refresh and reinvigorate their story and identity.
Working closely with Jamaica Blue, we developed the Customer Experience and Brand Strategy in parallel. Through this work, Jamaica Blue were able to rediscover what was loved about the brand and their offer by both their franchisees, employees and customers.
Drew Eide, General Manager for Jamaica Blue said, "The result is a really exciting design and experience led overhaul for our customers and early results from the initial roll-out are exceptionally encouraging."
Judges were impressed with the innovation, fresh approach and contemporary spin on a brand that’s been part of the Australia café culture for nearly three decades.
Underpinning the new quirky, bold and vibrant identity is an energised brand evolution strategy to inform both current and new customers of the promise that Jamaica Blue is the place to ‘Escape and Refresh’. The Jamaican-inspired theme will permeate the marketing and the offer, from the typeface and the colour palette to the future store fit-out, food and drink offers and even a Caribbean twist on the music customers will experience. The strategy aims to deliver a passionate and proud story through every aspect of the business and service model.
A contemporary revision of the logo adopts the distinctive triangles from the idyllic island’s national flag, as well as representing the roots of the brand – the Blue Mountains of Jamaica. This is reinterpreted throughout the creative along with friendly and quirky typefaces to communicate offers and campaigns.
We will be sharing more about the brand in a full case study soon - so stay tuned!