The Brief:
The ask was to reposition Jamieson, a long standing heritage brand, for a younger audience while preserving the trust and credibility that define its legacy.
The Problem:
Jamieson’s existing visual identity blended into the category. Its dated, utilitarian design language failed to stand out or speak to younger shoppers, particularly within a competitive price range where many brands share similar cues.
The Insight:
Wellness spending continues to grow, especially among younger consumers who are more responsive to brands that reflect their personal values and feel genuinely relatable.
The Solution:
The strategy positioned Jamieson as Accessible Wellness for Everyday by modernizing the brand while preserving its familiar credibility. The updated identity blends heritage with a clean, contemporary look through simplified design and tone. Packaging was refreshed for clarity and shelf impact, and a full funnel campaign was created to engage consumers across their journey.
