DELI KITCHEN MARKS DECADE WITH BOLD JDO REBRAND

Independent agency JDO has rebranded Deli Kitchen, part of Signature Flatbreads, with a vibrant new identity celebrating the brand’s tenth anniversary. Centred on the slogan “Where flavour plays,” the refreshed design introduces bold colours, expressive typography and a dynamic flame logo, positioning Deli Kitchen as a premium, flavour-led bakery brand.  

Independent brand design agency JDO has unveiled a striking new identity for Deli Kitchen, the flatbread brand under Signature Flatbreads, as it celebrates its tenth anniversary. The rebrand is designed to elevate Deli Kitchen’s presence on shelf, sharpen its positioning as a bold, flavour-led choice, and support ambitions to expand beyond flatbreads into new categories.  

Deli Kitchen has spent the past decade carving out a reputation for quality and innovation within the bakery sector, standing apart from Signature Flatbreads’ extensive own-label production by operating as its taste-first, consumer-facing brand. With the bakery category forecast to grow by more than 15% over the next two years, the refreshed identity arrives at a pivotal moment, positioning Deli Kitchen to capture increasing demand for premium, flavour-driven bakery products.  

At the heart of the rebrand is the new slogan, “Where flavour plays,” which encapsulates the brand’s focus on bold taste, enjoyment and expressive food experiences. JDO worked closely with Deli Kitchen to clarify its positioning and create a distinctive packaging design system that enhances visibility, drives growth and communicates the joy of great-tasting food.  

Emily Fox, Executive Creative Director at JDO, explained: “Deli Kitchen has always been about bold flavour and great food experiences. Our challenge was to bring that to life through a brand world that feels bold, modern and full of energy. The bakery aisle can often feel visually uniform, and Deli Kitchen wanted to stand apart as a confident, premium brand. The new identity is designed to do exactly that, with ‘Where flavour plays’ capturing the spirit of the brand.”  

The design system introduces appetite-led colours, confident typography and striking food photography that hero flavour and product quality. Central to the rebrand is the evolution of the logo, which has been reimagined from a functional wheat motif into a dynamic flame symbol, representing warmth, energy and bold taste. Surrounding illustrated sunbursts add subtle references to diverse food influences, filled with playful details that reward closer discovery while evoking a sense of place. The refined sunburst has been developed into an ownable brand asset, radiating across the range to bring cohesion while allowing each product its own personality.  

James Eid, Chief Marketing Officer at Signature Flatbreads, commented: “As Deli Kitchen reaches its ten-year milestone, this rebrand signals an exciting new phase for the brand. JDO has helped shape an identity that reflects our ambition for Deli Kitchen as a modern, premium brand focused on flavour and quality. With a strong visual foundation and a clear proposition, ‘Where flavour plays’, we’re well placed to grow the brand.”  

The rebrand underscores Deli Kitchen’s evolution from a flatbread specialist into a confident, expressive brand with ambitions to expand its reach. By combining Signature Flatbreads’ four decades of baking expertise with a contemporary, flavour-first identity, Deli Kitchen is poised to strengthen its position as a leader in the premium bakery category.