Jason's Deli Brand Refresh

The Jason’s Deli brand and experience needed to catch up with the Deli-cious food that customers know and love them for.

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 wasn'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 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.