Bringing people together to share life’s moments

Julie’s

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#### In brief

Julie’s is an icon. Founded in Malaysia in 1985, a biscuit brand with the symbol of a girl with a sunny personality, it has been loved by millions of customers for generations. A home of household staples such as the Peanut Butter Sandwich and Love Letters, it grew from its humble origins to become a global brand, serving teatime favourites to customers in 80 countries across Asia, Australia, and New Zealand. 

Julie’s believes in the beauty of the biscuit, as a natural conduit for conversations, bringing people together, in the sharing of snacks and life’s moments.

As a new generation took over the aprons of the family-owned company, for the first time in the brand’s 35-year history Julie’s wanted to embark on a journey to refresh its brand. To recapture the spirit of its humble origins, but with more zest to connect with younger contemporary biscuit lovers who live their lives online. Ensuring the Julie’s brand celebrates its purpose alongside its expertise in the world of snacks. 

#### What we did

Our goal was to strike a tasteful balance between preserving Julie’s instantly recognisable and universally loved brand and refreshing it for a new generation. Working closely with the team at Julie’s, we defined a new brand direction that embraced what is cherished within the brand today and stirred it with some fresh ingredients for tomorrow.

We were inspired by the power of the biscuit as a vehicle for connection in a world where we crave human interaction. Snacks bring us together, fuelling conversation, creating community and bringing in fun. This tied in with what we identified as the brand’s core ambition: to “Bridge the World”. To unite all the differences in a shared moment. To solve any problem when we sit down together and talk. 

We complemented the positioning with an open, fearless, and irreverent brand personality, allowing Julie’s to be sharp and fun in conversations.

The design challenge was to rejuvenate the brand for a digital era with renewed zest. The brand's colour palette was updated to lead with an optimistic yellow, and the endearing Julie’s girl logotype was given a makeover, and a haircut. Designed as a digital-first mark, we reimagined Julie as young and smart, a hopeful girl of the modern world, looking fearlessly into the future. Everyday irreverence came to life through charming storytelling illustrations to share the stories of shared and cherished moments in communications.

Uniting the packaging across the brand’s full range of products was a prominent new sunray signature mark. A universal expression of positivity in a bright colour palette, to celebrate the diversity of people coming together to open their hearts and minds to each other. One shared smile. One biscuit at a time.

When the world was coming out of the global lockdown, Julie’s celebrated the joy of spending time together again with family and friends with a new campaign. Created for online and out of home, it marked the unexpected and special days in our lives. From the Day of the Moon and UFO Day, to celebrating the Day of the Unicorns and Ice Creams - inviting us to find any excuse to connect, after all this time apart. 

> "We're incredibly proud of our heritage at Julie's, but the time is ripe for a pivotal change in how we express our brand. The essence of the brief was to make biscuits young again, capturing the spirit of our new consumers, and celebrating not only the quality of our products, but what they do. Working with Design Bridge and Partners, our strategic approach was inspired by the way that people come together to share snacks, making Julie's a natural conduit for conversation; something that is needed more and more around the world. Our revitalised brand expresses efficiently what has always been present in our cultural DNA - our passion to do good, exciting and enjoyable biscuit treats, and most of all, how Julie's brings people closer together." 
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> *— Tzy Horng Sai, Director, Julie's*

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> "Beyond an icon, we wanted to create an icon brand that inspires. The brave and humble girl, Julie, has always been at the heart of the brand, and will always be an icon of what the company stands for: effervescent, evergreen, confident, hopeful and adventurous. It's been a fantastic journey working with the ambitious team at Julie's and we're excited to see the brand flourish."
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> *— Daniel Goh, Senior Designer, *


Inspired by the power of the biscuit to bring us together, fuel conversation, create community and bring in fun

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Revitalising the visuals and messaging for an FMCG snack brand, so that it can continue to bring positivity to consumers in the years to come.

Design Bridge and Partners | Julie’s

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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Julie’s

Bringing people together to share life’s moments