Jason’s Deli

Opportunity

From their popular salad bar to the signature sandwiches and complimentary ice cream, Jason’s Deli had acquired a reputation for quality among their loyal customers. Yet the brand and experience weren’t living up to the same excellence as the food, so Jason’s Deli knew it was time to grow up. The journey began with a simple question: What makes Jason’s Deli unique?

The Change

The team discovered that at their core, Jason’s Deli was about crafting delicious food with care. This sparked the creation of a new brand concept: “The Art of Deli-cious.” The new strategy and identity system now celebrates what Jason’s Deli does best—serving honest-to-goodness food. The deli-inspired look and feel is boldly classic and takes a modern approach, with a punchier tone of voice, meaty wordmark, and recrafted color palette.

We then brought the updated identity to life in a new restaurant prototype with a more intuitive customer journey. To serve customers with greater convenience and flexibility, the modern layout introduces a host of new features, including digital kiosks and a more convenient salad bar that takes center stage. The environment now enhances the customer experience while staying true to its classic-deli roots.

Impact

With a fresh look that now lives up to the food, Jason’s Deli is attracting new customers and reenergizing loyal followers. As the brand unveils more in the coming months, the future looks more exciting than ever!