For five years, I worked as in-house writer for British chef and food campaigner, Jamie Oliver. Brought in to create a distinctive and characterful brand voice for artisan retail brand Jme, I also worked across all touchpoints for a wide range of his initiatives, including festivals, not-for-profit, editorial and retail.
Tone of voice. Product naming. Packaging. Catalogues. Brochures. Online retail. Point of sale.
With a nod to Jamie Oliver’s distinctive voice, I created a quirky and colourful verbal identity for his JME brand of artisan food and homewares.
By evoking the emotion of food and encouraging people to engage more consciously with eating, growing and cooking, I helped contribute to an ongoing transformation in the British consumer’s relationship to food.
Through brochures, catalogues, editorial and social, I drew on the emotion of food and family, and the sensory pleasures of the seasons to create a rich experience around the brand.