Jubilant Foods

  • Miguel Cruz

At Story Science, worked on this great and complicated project that involved a big re-brand and new packaging across different products — reconnecting the brand with its values, message, and brand's spirit — changing the name along the way. This version (Identity and Packaging) was not approved, yet I felt that it was the right translation of the brand itself and their products as well as what the brand needed to stay visible and relevant in a growing market. Jubilant Foods is a family business and a well-known plant-based (Konjac plant) healthy food brand in the American market by the name of Miracle Noodle.

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.