Julie's Biscuits

Superunion commissioned Chris Mitchell to develop and refine their initial draft concept for the revitalisation of the Julie’s character brand icon. Julie’s is a popular Malaccan biscuit confectionary that has established a wide following over its 35-year history, now exporting to over 80 countries. The Julie's brand needed to become more contemporary, current and relevant in today’s marketplace. To help achieve this the character icon required a complete redraw to appear inviting, engaging and to portray a sense of optimism and confidence whilst still retaining the brand’s recognisable colour palette. The result is an icon that will successfully transverse across all digital platforms and engage with its consumers long into the future.