BPO


Will & Jamie’s by Designers Anonymous

Logo created by Designers Anonymous for fresh yoghurt drink brand Will & Jamie's

Will & Jamie’s is a new joint venture between Welsh dairy farmers Will Prichard and Jamie Adams producing and distributing a range of fresh yoghurt drinks. Their new name and identity was designed and developed by London based design agency Designers Anonymous.

Simplicity has come to mean honesty in this product sector and this identity follows in this tradition while developing a fun and playful sensibility. Rather than the home style/home-made visual aesthetic, Designers Anonymous have pursued a flexible character based personality.

Based around an illustration of a pantomime cow the identity is a good visual analogy between hidden but always obvious and an open honest business practice while suitably communicating the partnership between the two founders. The roundel lock-up feels spacious and utilises simple typography and is built around a well realised illustration, colour is left to a minimum and really shows how simple and effective the identity is while also keeping reproduction costs low.

The cow character is utilised well in a number of different positions and situations conveying the characteristics and relationships between the graphic identity, its placement (on stationary, on-line and on-pack) and the people ‘behind’ the brand. What really stands out for me is the blend between the illustrated character and a real-life pantomime costume that delivers two distinctive but not contradictory aesthetics.

“To add provenance to the brand, we commissioned propmakers to make a bespoke pantomime cow costume. A photoshoot was organised at their farms in Pembrokeshire, and the farmers were shot in different positions and situations to express a variety of messages. E.g. The cow curtsie’s for the complement slip.”

– Designers Anonymous

The two visual concepts of illustration and photography come together well on-line and as printed collaterals balancing the playful with an accessible real world aesthetic.

Logotype created by Designers Anonymous for fresh yoghurt drink brand Will & Jamie's

Follow BP&O:
RSS
Facebook
Twitter

Logo and packaging created by Designers Anonymous for fresh yoghurt drink brand Will & Jamie's

Packaging created by Designers Anonymous for fresh yoghurt drink brand Will & Jamie's

Stationery created by Designers Anonymous for fresh yoghurt drink brand Will & Jamie's

Logo and website created by Designers Anonymous for fresh yoghurt drink brand Will & Jamie's

Logo created by Designers Anonymous for fresh yoghurt drink brand Will & Jamie's

More packaging work from Designers Anonymous:

Packaging - Zest  Logo - Fika  Packaging - Adams & Harlow


Support BP&O



Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.