Retail

Published: January 12, 2020 | Updated: January 12, 2020

‘New pair of kicks and new hairdo’ as Dorset success story freshens up Jimmy’s Iced Coffee

The new-look branding for Jimmy’s Iced Coffee.
By Andrew Diprose, editor

A Dorset success story which started life nearly nine years ago and has grown into a business with an annual turnover of more than £5m is sporting a new look for 2020.

From today Jimmy’s Iced Coffee has undergone a complete rebrand with the company’s major UK supermarket stockists among the first to unveil the new-style cartons on the fridge shelves.

A clean, two-colour background with classic bold font is replacing the busy stripes, quirky shapes and beach goer characters in what is being described as a radical re-design.

Jim Cregan, Co-founder, Jimmy’s Iced Coffee.

Co-founder Jim Cregan said: “When we first created our design, we knew it had to be timeless. It couldn’t be a flash in the pan job that would suddenly look old.

“Fast forward nearly a decade and it feels like the brand could do with a new pair of kicks and a new hairdo. It needed a freshen up.”

Nick Waring, Head of Creative, said: “We’re always visually sense checking Jimmy’s brand position, asking ourselves where we want to be and ‘what if?’.

“Throughout the rebranding process we ensured that Jimmy’s soul was the heartbeat of the new design whilst creating something timeless, easily identifiable and fun.”

The makeover comes as the eight-year-old challenger – still remembered  for its ‘Keep your chin up’ rap video – moves beyond selling iced coffee and grows its range.

The tongue-in-cheek company now sells merchandise, roasted coffee beans and is breaking into the adult soft drinks market with a new product in the pipeline for the second quarter of this year.

In order to reduce wastage and align with Jimmy’s environmental initiatives, the old cartons will still be available for a limited time through wholesale and convenience channels.

The rebrand kicks off an important year for Jimmy’s as it aims to be plastic-free by this summer.

The soon-to-be replaced branding.

Jim Cregan’s ‘lightbulb’ moment came after becoming hooked on iced coffee during a trip to Australia and returning to the UK to find supermarket shelves lacking in a thirst-quenching equivalent.

Following a few rounds of taste tests at the back of Jimmy’s sister’s café in Bournemouth, Jimmy’s Iced Coffee was born.

Today Jim and Suzie have built up a nationally recognised and celebrity endorsed product with sales set to exceed 5m units this year.

The brand’s 100 per cent recyclable and colourful cartons are stocked in both independent stores and cafes, alongside supermarkets such as Tesco, Morrisons, Sainsbury’s and Waitrose.

A favoured lunchtime pick-me-up, Jimmy’s Iced Coffee is also included in the Meal Deal options in Tesco and Boots stores.

More recently, Jimmy’s Iced Coffee has launched into online delivery services including 8DOL for iced cold ready-to-drink Jimmy’s delivered straight to the door.

To date, Jimmy’s Iced Coffee is stocked in over 5,000 stores nationwide.

The Christchurch-based company employs 23 people.