Designed for How People Cook, Eat & Live

Challenge

The Jamie Oliver brand had an opportunity to evolve its product strategy and portfolio — to meet the way people cook, eat, and live today. While its purpose remained clear (“inspiring a happier and healthier world through the joy of food”), the product portfolio needed to better reflect modern cooking habits and categories.

Approach

We conducted comprehensive consumer research and food culture analysis, combined with the robust behavioural data from jamieoliver.com to explore how people cook, serve and dine — from flavour shortcuts and time saving hacks to sustainability and the rise of frozen food. By layering these insights with category trend data across tableware, cookware, frozen and cupboard staples, we designed a new portfolio architecture aligned to how people cook, eat and live.

Impact

The result was a coherent and connected portfolio strategy and product roadmap brought to life through a refreshed brand identity. It positioned Jamie Oliver products as modern kitchen allies — making home cooking easier, more joyful, and more relevant to today’s food culture.