REBRANDING PROJECT: JULIE'S
YEAR OF COMPLETION / 2016
Julie’s is a Malaysia biscuit brand founded by Perfect Food Manufacturing (M) Sdn Bhd, emphasizes on their conscience core value. Julie’s products are proudly “baked with love” and contain “the best of you” in each biscuit. Rebranding for the Julie’s with the intention of creating a modern logo incorporates typographic elements and dynamic geometrical shape, with a primary color palette. The design of Julie’s brand logo suggests that it is meant to meet the expectations of the global market. This is noticed by the image of the blonde girl and the name Julie’s, which is a typical western name.
Meaning Behind The Logo
One of the reasons is that local consumers tend to believe that foreign values are more appealing and reliable. The girl’s face lacks expression and her body posture is fixed. This implies that she is a fictional character and does not represent a real person. Overall the concept of Julie’s brand logo manages to reflect the company’s personality and influence consumers on judgement and purchase information. Julie’s company’s commitment to achieving customer satisfaction and building long term consumer confidence and trust in its product.
The concept of this brand identity motif is bakes with love. The motif also start from a love shape graphic element then gradually form a pattern that look like a biscuit texture, it bring out the message of our biscuits are bake with love. Then, the motif had be modified and always place at the bottom of right corner to maintain the consistency of brand identity.