Deli Kitchen New Identity

JDO Unveils Bold New Identity for DELI KITCHEN

Independent brand design agency JDO has rebranded leading flatbread brand Deli Kitchen, introducing a vibrant new identity designed to elevate its presence on shelf and position it as a bold, flavour-led choice for modern consumers.

Part of the Signature Flatbreads portfolio, Deli Kitchen has spent the past decade building a reputation for quality and innovation within the bakery category. As the brand celebrates its tenth anniversary, the rebrand marks a significant step in its evolution, supporting ambitions to expand into new markets and categories beyond flatbreads.

While Signature Flatbreads brings over 40 years of baking expertise, primarily in own-label production, Deli Kitchen operates as its innovative, taste-first brand. The refreshed positioning centres on its new slogan, “Where flavour plays,” reinforcing a focus on bold taste, enjoyment and a more contemporary, expressive brand world.

JDO partnered with Deli Kitchen to clarify its positioning and create a distinctive identity and packaging design system that increases visibility, drives growth and captures the enjoyment of great-tasting food.

“Deli Kitchen has always been about bold flavour and great food experiences. Our challenge was to bring that to life through a brand world that feels bold, modern and full of energy,” said Emily Fox, Executive Creative Director at JDO. “The bakery aisle can often feel visually uniform, and Deli Kitchen wanted to stand apart as a confident, premium brand. The new identity is designed to do exactly that, with ‘Where flavour plays’ capturing the spirit of the brand.”

The new design system introduces vibrant, appetite-led colours, confident typography and striking food photography that hero flavour and product quality. Central to the rebrand is the evolution of the logo, reimagined from a functional wheat motif into a dynamic flame symbol, representing warmth, energy and bold taste.

Illustrated sunbursts surrounding the logo introduce subtle references to diverse food influences. Bold and expressive, these visual elements are filled with playful details that reward closer discovery while evoking a sense of place. The signature sunburst has been refined into an ownable brand asset that radiates across the range, bringing cohesion while allowing each product its own personality.

With the bakery category forecast to grow by more than 15% over the next two years, the refreshed identity positions Deli Kitchen to capitalise on increasing consumer demand for premium, flavour-driven bakery products.

“As Deli Kitchen reaches its ten-year milestone, this rebrand signals an exciting new phase for the brand,” said James Eid, Chief Marketing Officer at Signature Flatbreads. “JDO has helped shape an identity that reflects our ambition for Deli Kitchen as a modern, premium brand focused on flavour and quality. With a strong visual foundation and a clear proposition, ‘Where flavour plays’, we’re well placed to grow the brand.”