Pearlfisher has redesigned the complete Jamie Oliver retail masterbrand range creating new identities for both the mainstream and specialists markets. The redesigned product ranges include food, cook and kitchenware, crockery, outdoor entertaining and gifting.

Pearlfisher Creative Director Natalie Chung, said, “The brand captures the character of Jamie Oliver which is real, playful and imaginative and this is reflected in the new ‘Keep it simple’ strapline for the mass retailers and the ‘Get Inspired’ strapline for the department stores and independent cookshops. The new design reflects the evolution of the brand and the strength and stature of the Jamie Oliver personality with a change to the tone of voice used in pack copy and the introduction of a new brand marque.”

The new look Jamie Oliver brand will be available from April in the UK and International markets.