Jow
- Project
- Brand Identity
- Role
- Designer
- Client
- Jow
- Year
- 2022
Jow is a personal grocery shopper at your fingertips. It simplifies everyday planning so people can take back time for themselves and the people they love.
The rebrand reframed food as something generous, colorful, and approachable, with a visual system built around warmth, imperfection, and the everyday joy of cooking.
The headline type is a custom modified font with playful ligatures. We created an alternate option of the font with squiggles for more expressive and heartfelt moments.
We retained the JOW orange but supported it with a palette that is both bright and warm. The color choices were inspired by colors that frequent home kitchens.
Imperfect graphic elements (uneven circles and lines) celebrate Jow’s simple outlook on cooking: “We don’t do perfect, we do possible.”
Inspired by classic kitchen tablecloths, we created a library of woven patterns that can be used as backgrounds, wallpaper, and frames for photography.
Credits
Press
&Walsh
Client Jow, Ethelind Vu, Jacqueline Tanzella, Jacques-Edouard Sabatier
Agency &Walsh
Creative Direction Jessica Walsh
Strategy Lauren Walsh, Ally Carter
Executive Producer Luciana Almeida
Copywriting Lauren Walsh, Ally Carter
Production Chelsea Spear, Samantha Galvao, Amy Chuyin Liang, Adriano Ellert
Design Lead Elinor O’Brien
Type Design Monokrom Type Foundry, Sanchit Sawaria, Jessica Gracia
Design Jeremy Rieger, Fabrizio Morra, Sasyk Mihal, Soomin Jung, Juanse Carvajal, Rita Goulão, Andrew Bogard, Mikayla Hittle, Lucas Ramos, Riisa Liao, Sanchit Sawaria, Hayley Lim, Oscar Maia, Hugo Chevallier, Thais Kahatt, Lesley Qi, Lucas Luz
Type Development Renegade Fonts, Jeremy Rieger, Andrew Bogard
Photography Chelsea Finkel, Jarett Loeffler, Hatsue Andrews, Tiffany Thebodeau
Models Floris Draaisma, Camryn Bruno, Victor Martinez
Retouching Chelsea Finkel, Jarett Loeffler, Hatsue Andrews
3D and Animations Sofia Noronha