Jis Cooked

A new identity for a flavour-led food brand

Jis Cooked is a South African food brand specialising in a rich, versatile prawn chaat sauce, loved for bringing bold flavour and people together around the table.

The brand was ready for a new direction — moving away from its playful, colourful identity towards something more timeless, modern and premium, while still retaining the warmth and familiarity that makes the product feel so homely.

The goal was to create an identity that could stand confidently on its own, communicate its connection to food without relying on visual clutter, and provide a strong foundation for the brand as it grows beyond its hero product.

The design exploration

The design process explored different ways of balancing warmth, simplicity and a premium food aesthetic while keeping the identity recognisable and approachable.

01 — First Direction

An initial exploration into creating a cleaner, more refined identity while retaining subtle references to food and the product itself.

02 — Refining the Mark

This direction focused on simplifying the visual language and allowing the name to become the hero, supported by restrained food-inspired elements.

03 — Finding the Balance

A more considered approach to typography, colour and form, bringing together the premium feel the client wanted with the warmth and familiarity associated with home cooking.

04 — Final Refinement

The final exploration focused on creating a flexible identity that felt distinctive, timeless and capable of growing alongside the brand.

Final product

The final identity brings together the qualities at the heart of Jis Cooked: warmth, richness and simplicity.

A restrained colour palette and refined typography create a more premium and timeless presence, while subtle food-inspired details keep the brand connected to what it does best — creating flavourful food that brings people together.

The result is an identity that feels at home on the kitchen counter, around the family table, and within the growing food brand Jis Cooked is becoming.