We worked with General Mills on its Jus-Rol brand for many years. First, we introduced ‘pastry Janet’ across packaging and comms. Not only did this establish a much-loved character to give the brand more personality, it also successfully helped to build the ready-to-roll pastry category.

As the segment grew so did the competition, particularly from own label. We needed to assert Jus-Rol’s leadership credentials and act as a signpost for the category.

We rebranded Jus-Rol for a second time, playing on the brand’s baking heritage and giving it a contemporary, confident shelf presence. The updated colour palette modernised the brand, offering bold blocking and helped consumers navigate easily through the product range. The logo – made up of a rolling pin and pie to mimic a crest – helped reinstate brand authority. Whilst we haven’t worked on Jus-Rol for several years, the logo still remains just as we designed it.