JUS-ROL EMBARKS ON BOLD REBRAND WITH BRANDON

Jus-Rol, the UK and Ireland’s leading pastry brand, begins its rebrand this June with a packaging refresh created in collaboration with Brandon Consultants. The redesign modernises the heritage brand while retaining familiar cues, aiming to make pastry easier to shop, easier to use, and more inspiring in fixture.

Jus-Rol, the UK and Ireland’s leading pastry brand, begins its rebrand this June with a packaging refresh created in collaboration with Brandon Consultants. The redesign modernises the heritage brand while retaining familiar cues, aiming to make pastry easier to shop, easier to use, and more inspiring in fixture.  

Jus-Rol, a household name synonymous with home baking, has unveiled the first stage of its rebrand, rolling out refreshed packaging across its chilled, frozen, and ‘Ready to Create’ ranges. The initiative, developed with Brandon Consultants, represents a significant step in modernising the brand while ensuring consumers continue to recognise the elements that have made Jus-Rol iconic for decades.  

The brief to Brandon was clear: evolve Jus-Rol’s packaging to simplify the shopping experience, enhance usability, and inspire creativity in the kitchen. In response, the design team sought to balance modernisation with heritage, creating a visual identity that feels fresh yet familiar. The new packs are designed to stand out in fixture, making it easier for consumers to navigate the pastry category and encouraging stronger brand preference.  

Central to the refresh is a focus on clarity and inspiration. Jus-Rol’s new packaging system introduces bold typography, vibrant colour cues, and food-centred imagery that highlights the product’s versatility. These elements are carefully integrated to elevate appetite appeal and ensure the brand communicates both functionality and enjoyment. The redesign also introduces playful graphic devices and icons, adding a sense of energy and accessibility to the range.  

Brandon’s approach reflects a wider ambition: to modernise a heritage brand without losing its essence. By retaining recognisable features while introducing contemporary design elements, the refresh ensures Jus-Rol remains relevant to today’s consumers while honouring its legacy. The result is packaging that not only simplifies choice but also inspires confidence and creativity in home baking.  

The rebrand marks the beginning of a broader journey for Jus-Rol, positioning the brand to integrate future innovations seamlessly into its portfolio. With the refreshed identity, Jus-Rol aims to strengthen loyalty among existing customers while attracting new audiences in a competitive category.  

Rolling out this June, the packaging refresh underscores Jus-Rol’s commitment to evolving with consumer needs while celebrating the joy of baking. For shoppers, it promises easier navigation and stronger recognition; for the brand, it signals a confident step into the future, blending heritage with modernity in a way that feels both authentic and inspiring.