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Brandon redesigns heritage pastry brand Jus-Rol to counter own-label competition
The redesign of Jus-Rol by Brandon Consultants highlights the importance of leveraging historical brand equity to strengthen market positioning against private label competition. For brand strategy, this approach emphasizes the need to balance heritage with modern consumer expectations to maintain relevance and drive brand loyalty.
Design Week: Founded in 1954 out of a family bakery, Jus-Rol established itself as the UK’s original innovator in ready-rolled pastry. Manchester-based Brandon Consultants has now collaborated with the Jus-Rol team in a strategic session to redefine the brand architecture and creative brief.
They leveraged historical equity to re-establish Jus-Rol as an iconic baking brand while driving […]
The article discusses a significant rebranding effort of a heritage brand to compete against private labels, which is highly relevant and impactful for brand strategy professionals, though the concept of leveraging heritage is not entirely new.