The Task
Baker to stars including Prince Harry, Kate Moss and Sir Ian McKellen, as well as a passionate cook, food stylist, 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 projects. Alongside regular columns in BBC Good Food and Sainsbury’s magazine, she is also a stalwart of ITV’s This Morning, where you’ll find her regularly showcasing all manner of wonderful creations, from the iconic Bruce Bogtrotter cake made famous in Matilda, to an edible, life size gingerbread house.
Juliet’s new team approached jellybean at the turn of 2021 with a vision to update a brand language that didn’t do justice to her personality, creative flair and taste for the extraordinary. Furthermore, they wanted to turn Juliet into a recognisable brand. Desired final elements included a new tone of voice via fresh, vibrant copy as well as all new visual elements, including a personal logo, to rebadge her social media channels and help in the creation of a brand-new website.
But first, to get under the skin of one of Britain’s most beloved bakers.
The Solution
The bean team began with some important preparatory groundwork – completing an exhaustive competitor analysis, and polling 300 consumers to provide us with quantitative insight on both Juliet and her competitive set. Next we assembled a working party with skills including graphic design, copywriting and creative concepting for a full day session, working alongside Juliet and her team. The aim of the workshop was to get to know Juliet, and to help zero in on her brand DNA. We did so via a tried and tested brand modelling framework, alongside a strategic Q&A session where we could better understand her challenges, pain points, passions and personal brand. The session was both illuminating and highly creative, and at the end it was clear that we had the genesis of three creative routes – all of which spoke to different elements of Juliet.
Following the session we went to work on the three possible routes, creating highly visual mood boards featuring original textures, logos, colour palettes, body and copy typefaces and positional copy lines for each. Following a successful regroup, Juliet and her team decided to progress with The Wonderbaker – a playful nod to her unique personality, as an individual who approaches baking with a true sense of wonderment. The design also spoke to her love of celebration with family and friends as a provider and feeder-in-chief for every social occasion. A stylish perfectionist, with a fun loving and colourful, creative side. An authentic wonderbaker.
The final route was worked up and, alongside the two alternative routes, workshopped to a consumer audience of 10,000 – with the overwhelming majority (60%) opting for the route as their preferred choice.
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 their 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.
