Beaumont, Texas — Jason’s Deli is stepping into a new era with a refreshed visual identity system and innovative new restaurant design, in partnership with experience agency ChangeUp.
The brand refresh, which began rolling out in recent months, is centered on a new core concept: “The Art of Delicious.” This captures the essence of Jason’s Deli’s mission — to craft delicious, honest-to-goodness food served with the same care and attention that has made the restaurant a favorite for nearly five decades. The new identity is being integrated across all touchpoints and assets, from the website and app, to packaging, merchandise and photography, all designed to deliver a more cohesive experience.
“Jason’s Deli is incredibly energized by this investment in our brand and experience,” says Blake Parker, chief innovation officer at Jason’s Deli. “By giving it the same attention that we’ve always given both our food and service, we know we’re creating an even better journey for our customers, and creating more avenues for new people to connect with us.”
The brand’s new restaurant prototype brings its updated identity to life, while still integrating classic deli cues. The modern layout introduces a host of new features, including the addition of digital kiosks and diversifying its dining areas, in order to better serve customers with greater convenience and flexibility. Meanwhile, the brand’s salad bar, its most popular offering, now takes center stage and has been reimagined with a more efficient one-sided line, empowering customers to craft their own salads with ease.
“It was really exciting for ChangeUp to work with Jason’s Deli because we were able to holistically look at the brand from top to bottom and consider how it translates into their physical environment,” says Ryan Brazelton, chief creative officer at ChangeUp. “Their product and service has always been amazing, so it was really about elevating their brand and experience to reflect their offering and in a way that felt authentic to who they are.”
Jason’s Deli has plans for future locations to reflect the new branding and look. To celebrate this next chapter, its recently remodeled Beaumont, Texas, restaurant hosted a ribbon-cutting on Feb. 4.
The very first Jason’s Deli opened in Beaumont, Texas, in 1976, and the city still serves as its headquarters.
Jason’s Deli is a family-owned deli restaurant chain with over 240 locations across 27 states. It was the first major restaurant to ban artificial trans fats in 2005 and to eliminate high-fructose corn syrup. For more information, visit www.jasonsdeli.com.
ChangeUp is an award-winning design agency that develops brand-led experiences that create change for businesses through strategy, brand design, store design and architecture. Clients include Panera Bread, Burger King, Panda Express, Discount Tire, Baskin-Robbins and more. For more information, visit www.changeupinc.com.
SOURCE: Jason’s Deli