Jamaica Blue rewarded for its brand re-invigoration

Coffee chain returns to its Jamaican roots with refreshed branding that has seen it collect a brand transformation gong

Coffee chain, Jamaica Blue, has overhauled its branding to re-connect with the inspiration of Jamaica and won itself an award for its efforts.

Underpinning the new brand identity for the 25-year-old network, which has 170 cafes in seven countries, 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’. Underpinning this ambition is a return to its Jamaican roots, with work extending through all aspects of marketing and customer experience.

Getting there involved extensive customer research to understand brand perceptions from both customers and non-customers. This informed its brand proposition document, designed to bring the Jamaica Blue personality to life.

"We then built a customer experience framework to test our brand proposition document. Mapping customer experiences enabled us to uncover current gaps and opportunities," marketing and customer experience manager, Melissa Wei, told CMO.

Jamaica Blue's strategy is to deliver a passionate and proud story through every aspect of the business and service.

"The creative work was informed by an across-the-board commitment to a customer experience framework that is enabling the brand team to really connect their concepts with the customer journey," said Wei.

The brand rejuvenation process has been recognised with the QSR Media Award for Best Brand Transformation

“It is our guiding light and we are delighted with the results. Winning this award provides enormous encouragement for us to deliver what we love at Jamaica Blue with revitalised enthusiasm to our marketplace,” Wei said.

Visually, the QSR went for a contemporary revision of its logo, adopting the distinctive triangles of the island’s national flag, which also represents the roots of the brand – the blue mountains of Jamaica. The Jamaican-inspired theme will extend from its marketing, typeface and colour palette, food and drink themes and right through to the future store fit-out and even a Caribbean twist on the music customers will hear in-store.

"Photography had to be immediately identifiable as Jamaica Blue: evocative, fresh and natural. Food preparation and service by our baristas and cooks is now an important part of telling our story of passion and pride. Finally, our new tone of voice ensures our brand personality shines through," Wei said. 

The next big step for Jamaica Blue as part of the refresh is the launch of our app.

"This will digitise our loyalty program as well as offer online ordering for pick up," Wei added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in