Jon’s Reserve

Jon’s Reserve is a distinguished brand offering the finest Tasmanian oysters, meticulously cultivated to deliver an exceptional culinary experience. Known for their superior quality, freshness, and taste, these oysters cater to both individual enthusiasts and top-tier chefs who seek to create unforgettable dining moments. Each oyster is grown carefully for three years and must meet exacting standards in order to make the cut.

Jon’s Reserve approached us with a mission to redefine their brand identity in a way that mirrors their premium product and the exquisite experience they offer. Through a series of collaborative workshops, we delved deep into the world of Jon’s Reserve, listening to the insights of founder Jon Poke and the dedicated growers. These sessions were pivotal in understanding the brand’s essence, rich family history, and the labor of love that goes into every oyster. Jon’s Reserve sought to carve out its unique identity within the Tasmanian Oyster Company brand family, targeting a niche of oyster aficionados who crave not just a dining experience but a journey into the essence of the Tasmanian seas.

Our goal was to create a brand that embodies the luxury, exclusivity, and rich narrative behind Jon’s exquisite oysters, appealing to the refined palate of discerning diners and top-tier restaurants globally.

BRAND DESIGN

Tagline: “What’s Inside Counts”
The Jon’s Reserve tagline reflects our core belief in the intrinsic value of what lies beneath the shell – the unparalleled taste and quality of Jon’s Reserve oysters, nurtured to meet the highest standards.

Brand Marks: The Essence of Our Identity
The brand illustrations draw inspiration from the very essence of the Jon’s Reserve product and its environment – the rhythmic dance of the waves, the intricate patterns on the oyster shells, and the vibrant life force within. They represent the harmony between the luxury experienced by the diner and the relentless dedication behind the scenes.

The Logo: A Symbol of Excellence
The logo design embodies the tension between the luxurious end product and the rigorous, hands-on process of oyster farming. The serif font for “JON” exudes gravitas and stability, while “RESERVE” reflects the waves of the ocean and the curves of the oyster shell. This balance perfectly captures the brand’s dual nature of refined luxury and hardworking authenticity.

Colour Palette: A Reflection of Our Roots
The chosen colours—Black Beauty, Nacre, Sand, Slate, and Mist—evoke the natural beauty of Tasmania’s coastline. These subdued tones create a sophisticated yet approachable aesthetic, perfect for a brand that prides itself on quality and exclusivity.

Voice & Style
The voice of Jon’s Reserve is wise, genuine, and prestigious. It speaks with quiet confidence and thoughtful consideration, educating oyster lovers without pretension. The tone is warm and inviting, mirroring the brand’s commitment to fostering an emotional connection with its audience.

Audience Engagement
To ensure the brand design resonated with its target audience, we developed detailed customer profiles. These personas—The Chef and The Oyster Lover—guided the creation of content and design elements that speak directly to the desires and aspirations of Jon’s Reserve’s customers.