"We wanted to bring the brand in line with its premium quality products, and in line with its target consumers’ taste and style," says managing director, Alexi Hadjidakis.
Ropelius Brand and Design SA were appointed to conceptualise the new logo and collateral design. "We were required to refresh the J&M brand, and so [we] developed a design look and feel with clear pillar differentiation," says creative director, Marnhe du Plooy.
"It communicates the brand's heritage through an eye-catching, structured architecture, and product differentiation," du Plooy adds.
"The team at Ropelius was fantastic from start to finish. [They are] a humble, engaging, helpful [and] creative team who understood what we needed and wanted in all aspects of the job," Hagjidakis says.
Along with the rebranding comes the roll-out of three new stores. Clearwater Mall opened a few months back, and Iron Works in the Good Woodstock Market opened on Friday, 7 June. The new flagship Fourways Mall store opened on Monday, 15 June, aiming to offer a stronger gifting range.
Customers can expect to see new points of sale, a new in-store design, a new website, branded cars, new uniforms, and catalogues for trade.
"We are launching into a full and refreshed marketing and sales strategy, and will leave no stone unturned. We cannot wait to take this brand forward in leaps and bounds," Hadjidakis concludes.
J&M was established by Dirk Joubert as a small butchery in Sea Point in 1942. In the 1960s, Chris Joubert (son of Dirk) and Louis Montadon joined forces, and began selling their cured meats, making a mark in the biltong industry. In 2007, J&M was sold to Geotina (Pty) LTD, which falls under the umbrella of The Hadjidakis Group of 7-Eleven fame.
For a sneak peek of the brands new corporate identity, click here
For more information, visit www.joubertandmonty.co.za
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