Although being one of the most healthy and health advocate brands in the American market due to a big expansion of product range, they've lost some coherence while communicating their brand and products and felt a lack of visibility if their products in the shelves. The need to communicate their healthy, happy and guilt-free alternative to many of the well-known world dishes made it clear they had to realign with the brand's core values.
Such values as Innovation — Celebrating originality and pioneering thinking. Trust — Only selling what they would happily serve to their own family. Knowledge — Making nutrition information simpler and easier to understand.
A new brand named Jubilant was created incorporating values like health, simplicity, honesty, fun, and happiness. Through a colorful palette and fun typography and yet clean, simple and direct information Jubilant's brand would reach its goals. In this version, the identity represents a big smile and a voice for the happy healthy community.
Not forgetting the name that made them known — Miracle (Noodles) — it became the name of most of the product range lines. Such as Ready to Eat — Miracle Curry Noodles, Miracle Pho, etc. Originals, the raw product range — Miracle Angel Hair, Miracle Fettuccine.
This way, Jubilant and all its Miracle products will become iconic in the healthy community by assuming a bold look that sets them apart in a rather blended and sterile market in the USA.