A brand refreshed
IT took Julie’s Biscuits quite a while to get to where it is today – 35 years in fact. It all started with sharing love through its delicious and delightful biscuits since 1985.
Julie’s has always been known as the biscuit brand with a humble and kind girl, as per its logo.
Over the years, Julie’s has been a staple in many households, dining tables, snack bowls, school bags and office pantries.
Every day, the household brand plays a part in countless moments in the lives of consumers.
Recalling the humble beginnings of Julie’s, Su Chin Hock, 71, said his goal was simple when he founded the brand in 1984.
“We wanted to bring happiness to people by making delicious biscuits. And in a blink of an eye, more than 35 years have passed and here we are,” he affirmed.
And now the time has come for a change and a makeover.
Over the last 35 years, while Julie’s has retained much of its humble disposition, the company has also grown more open, braver, and more human – open because Julie’s has grown to export to over 80 different countries, braver because the company wants to be better and infuse more fun and playfulness in biscuit-making and more human because biscuits are more than just a culinary delight.
After all, for Julie’s, biscuits are about people, about making connections, breaking barriers and building bridges.
“We went from a humble biscuit company to more than that. In many ways, Julie’s has brought us to life in the last 35 years. And now it is time for us to bring her to life,” added Su, referring to the revamped brand in the entire look, feel and experience.
Core values remain important
Julie’s passion, integrity, conscience and accountability in biscuit-making are underlying values along with the rebranding.
At Julie’s, everyone gives their best into everything they do.
The company remains committed to delivering an amazing biscuit-eating experience to consumers, while continuously improving the biscuit-baking process.
Julie’s ensures that every biscuit is made with quality and good taste, with its resolution for biscuit-making done right, coupled with an eagle eye on hygiene and food safety at the production lines at all times.
Baked with love, the company takes pride in its products that are free from added preservatives and artificial colouring.
In this day and age where food sources can be questionable, accountability is key and Julie’s ensures that only superior raw materials and ingredients are used.
Julie’s logo transformation
The brave and humble girl Julie, who has always been at the heart of the brand, is and always will be an icon of what the company stands for: effervescent, evergreen, confident, hopeful and adventurous.
Julie’s sales and marketing director Martin Ang noted that Julie lifts the company’s spirits, fills it with joy and pride and treats them to a feast of tasty delights.
Her distinctive cheerful and infectious optimism is still core to the brand and has driven its refreshed identity.
“Looking forwards and upwards, she takes on a spirit of hope and confidence. Imagine her walking fearlessly into life’s many challenges and making the world a better place. While retaining her essence, the new Julie now looks confidently up, into the future and towards her next aspirational adventure.
“But she’s still the same girl, only rejuvenated and more confident – you can tell from her characteristic blonde hair and that striking splash of red. The colourful rays that emanate from her mark the brand’s incredible zest for life,” he added.
Consistent look, clearer range
Designing and implementing the new look also served as an important clean-up exercise. Gone are the days where the product
ranges were not unified by a consistent design system. The packaging designs and brand elements are now consistently applied across all product ranges.
The refreshed look not only attends to the aesthetic aspect of packaging and brand designs, it also functions to help consumers find Julie’s more easily on shelves.
The rebranding also served to reorganise Julie’s ever-growing range of biscuits under seven core categories, namely Sandwich, OAT25, Le-mond, Crackers, Decadent, Love Letters and Assorted.
Each range is a smaller family of biscuits that share unique design expressions, while still feeling like a part of the bigger family, so that consumers can more easily and conveniently find what they love at any time of day.
Moving forward by growing younger
For Ang, who has seen Julie’s through its ups and downs, the makeover is timely and a thing of beauty.
“In all my life, Julie’s has been faithful. And with her new look and feel now, it brings us new breath and new happiness,” he said.
Julie’s director Sai Tzy Horng added the rebranding reflects the values, beliefs and aspirations of the company.
He said, “We wanted her to grow younger because that is crucial for revitalisation. You can become older in age and yet grow younger. Youth is often associated with vitality, innocence, aspiration, verve, a sense of adventure and hope. These traits are important for Julie’s to carry.
“And by doing so, we hope that our fans can look at Julie’s and be inspired and energised by her. Similarly, she will always serve as an inspiration to us internally and be a perpetual torchbearer of hope and better things to come.”
The well-loved biscuit brand is asking you to join Julie’s on her aspirational journey ahead. Look up, smile, put on your best energy, grab a pack of your favourite Julie’s biscuits, and join her on her amazing adventure today.