Juliet Sear Repositioning

Juliet Sear Rebrand

Creative / PR

The Task

TV presenter and best-selling author, Juliet Sear is the down-to-earth, go-to expert for out-of-the-ordinary food challenges and creative baking projects. Alongside regular columns in BBC Good Food and Sainsbury’s magazine, she is probably best known a stalwart of ITV’s This Morning.

Our brief: to help Juliet bring her personality to life through a brand re-positioning exercise. The goal to make ‘Juliet Sear’ a clearly recognisable brand in her own right.

The Solution

The bean team carried out a thorough competitor analysis and consumer insight exercise to inform the interactive brand workshop. The outputs of which were used to form the brief for the brand repositioning. We then created three distinct routes aligned to Juliet’s personality and passion.

The favourite route was worked up and, alongside the two alternative routes, workshopped to a consumer panel – with the overwhelming majority expressing a preference for Juliet’s favourite which then formed the basis for her brand repositioning.

The Results

Juliet’s brand new website www.julietsear.co.uk has just launched with all of the hallmarks of the new design and her new logo. Allied to this, she is on the cusp of launching a range of baking accessories with elements of the rebrand at its heart. The true test of the activity will take much longer to bear fruit, as there are many complementary elements at play, but it’s fair to say that in 2022 big plans are afoot for the ‘Wonderbaker’.

“The entire process from first meeting to the last was a real pleasure – jellybean worked as an extension of my team and really took the time to listen to me and understand where we wanted to take my personal brand. The workshop session was really fun and enlightening – it was great that they had a team of creatives on hand to try and work out what makes me tick and each of the three routes presented took on - and brought to life - different parts of my personality. They were beautiful, but in the end, the Wonderbaker won out. It’s great to see it brought to life in elements such as the new website and I’m delighted to have been given the framework to help take my brand story to the next level.”