&Walsh created the new brand, imagery and custom type for Jow, a personal grocery shopper at your fingertips. Jow simplifies your day-to-day so you can take back time for yourself and your loved ones.
They came to &Walsh to explore a rebrand as they moved into the US market (from France). In the rebrand, the goal was to transition Jow from a technology app to a service that can improve your everyday life. “We set out to capture the “Joie de Jow”, the exuberant enjoyment of life.”
Summary
- &Walsh rebrands JOW, a personal grocery shopping app that helps you identify what you want to cook with grocery delivery to your door.
- The rebrand took a global perspective as JOW expanded their offering from France to the US
- The goal for the rebrand was to transition Jow from a technology app to a service that can improve your everyday life.
- &Walsh sets out to capture the “Joie de Jow”, the exuberant enjoyment of life. All creative choices champion the everyday pleasures of food that we share with our family, friends, partners, and pets.
The headline type is a custom modified font with playful ligatures. We created an alternate option of the font with squiggles for more expressive and heartfelt moments.
Key Brand Elements described by &Walsh
- Custom Typeface: The headline type is a custom modified font with playful ligatures. We created an alternate option of the font with squiggles for more expressive and heartfelt moments.
- Color Palette: We retained the JOW orange but supported it with a palette that is both bright and warm. The color choices were inspired by colors that frequent home kitchens.
- Graphic Elements: Imperfect graphic elements (uneven circles and lines) celebrate Jow’s simple outlook on cooking: “We don’t do perfect, we do possible”
- Patterns: Inspired by classic kitchen tablecloths, we created a library of woven patterns that can be used as backgrounds, wallpaper, and frames for photography.
For more information and to read the full case study make sure to check out &Walsh website.
