As the Design Lead, the goal was to create a brand design system for Unleash Your Inner Chef that brought the strategy to life through bold, joyful visuals and a fresh approach to learning to cook, the Jamie way. The system moves away from traditional, overly formal aesthetics and instead embraces vibrancy, warmth and a sense of celebration. Expressive typography, a rich and inviting colour palette, and playful hand-drawn elements come together to build a look and feel that is approachable, energetic and full of personality. Whilst keeping it simple and approachable in it’s simplistic style. Every design touchpoint is crafted to boost confidence in the kitchen, remove unnecessary fuss, and champion the joy of cooking as something everyone can embrace, mess and all.
To ensure the Unleash Your Inner Chef brand system worked seamlessly across multiple channels, the design was adapted for a wide range of deliverables including retail displays, POS materials, website content, social media assets, educational tools, apparel and digital screens. Flexibility was built into the system from the outset, allowing for consistent visual impact while being responsive to the unique demands of each platform. Collaborative working sessions with both the John Lewis team and the Jamie Oliver Restaurant Group were key to this process, aligning on brand values, testing applications in real environments and refining layouts, messaging and formats to meet customer expectations and technical requirements. The result is a unified, joyful experience that brings the strategy to life at every touchpoint, from in-store to online and beyond.
