U Jedrusia — Evolving a 40-year food brand for modern shelves
U Jedrusia is a Polish ready meals brand that has been present on the market since 1980. The brand offers a range of prepared food products and has an established market presence spanning decades.
Strong and numerous competition in the ready meals market required attention to the brand’s image effectiveness. Outdated graphic solutions of both the brand mark and packaging did not qualitatively match the products. The challenge was to preserve the character of a brand present on the market since 1980 while simultaneously strengthening its impact on the store shelf.
We conducted an image audit and market environment analysis, developed a rebranding strategy, created a concept for the brand mark evolution, developed assumptions for brand marketing research, and designed a brand key visual concept. An important achievement was brand diversification in connection with the development of the product range, enabling the brand to maintain its heritage character while modernizing its shelf impact.
