Spreading
Good Vibes
Walk down the jam aisle in any Australian supermarket and you'll find the same thing, traditional labels, heritage fonts and zero personality. The category had been quietly ignored by younger consumers for years, not because the product wasn't relevant, but because no brand bothered to speak their language. Someone needed to change the tune.
That's My Jam arrived with a name that did double duty - equal parts breakfast staple and cultural shorthand. We took that energy and ran with it, building a complete brand identity and packaging design rooted in music culture, with its own visual language, tone of voice and rhythm. To give the brand a human (well, almost human) touch, we created Mr Toast, a character full of warmth and wit who brings personality and youthfulness to a category that was desperately crying out for both. A fresh voice in a stale aisle.
The music language wasn't just a concept, it was built into every corner of the brand. Musical notes tumble across label artwork and brand collateral, Mr Toast rocks out and a scattered composition of treble clefs and notation turns a simple slice of toast into a full performance. Packaging design that finally gave the jam aisle something worth listening to.
