How would Ferrari Shoot A Sandwich?
Jimmy John’s has unveiled a new visual brand identity, one that includes a comprehensive toolkit designed specifically for the digital age and that dials up the emphasis on quality. The fresh look created by independent strategic design firm ChangeUp encompasses a simplified and modernized logo, composed from Jimmy John’s 40+ logo variations used since 1983, along with custom typography, hand-drawn illustrations and colors that pop on screen. A lot of consideration went into what would be included in the logo and how to simplify it for the digital age — while keeping it visually appealing and true to the brand. ChangeUp’s team hand drew the words and symbols and adjusted the brand’s classic red coloring to standout on smartphones.
Calibrating how much change loyal customers and long-term employees could accept was key to shaping the roadmap for the broader rebrand, which includes new sandwich wraps, chip packaging and marketing assets. “We wanted to keep the great DNA of the brand but evolve it in a way that shows off the spirit of Jimmy John’s on its best day,” says Ryan Brazelton, Executive Creative Director at ChangeUp. “We had a ton of fun coming up with ways to deliver ‘Freaky Fast & Fresh’ from leaning into typography and color to dial-up quality … and even framing the photography, we thought ‘how would Ferrari shoot a sandwich’?”
Part of the Jimmy John’s brand has been its fast-paced, high energy, no B.S., get-it-done now, big city attitude right in your own hometown. Feeling the need to evolve its “freaky fast” reputation, the designers sought to focus on what’s always been baked into the brand – quality. This included saving and highlighting the chain’s Super Seal, an adhesive seal applied to the wrapping on sandwiches that also serves as a visual branding element to remind customers of its quality proposition. More generally, new packaging, and attendant illustrations, are an amplified version of the familiar Jimmy John’s black, white and red brand colors, with messaging and patterning that evoke a bold and fun tone-of-voice.
An ad campaign launched at the recent Super Bowl, created by Anomaly LA, featured the new identity.