Branding

Finally Australia can get the taste of a real pasty

Cousin Jacks is a new chain of pasty stores to hit Australia.

We were involved from the start in creating this brand and naming was a key element for launching the overall concept. Cousin Jacks was the name given to the first Cornish settlers to arrive in Australia to work on the early mines.

The design looks to draw inspiration from these early years but with a contemporary twist. The logo involves the crossing of a rolling pin and shovel in a simple yet bold execution.

Expressive typography is used to modernise the brand but also create an authentic link to the past. Black and white imagery backs up this style but the products shown in point of sale are kept in colour for standout and appetite appeal.

Personality is used to drive an emotional connection through clever and approachable copy. Wherever possible the real staff members were dressed in old clothes and photographed to appear as though they are from the mining era.

• bakery
• cafe
• mining