&Walsh Rebrands Grocery App Jow to Emphasize Daily Food Enjoyment

In December 2022, the design studio &Walsh completed a rebranding project for Jow, a personal grocery shopping application. The initiative aimed to shift Jow's identity from a purely technological tool to a service enhancing daily living, particularly as the company expanded from France into the United States. &Walsh developed new branding, visual assets, and a custom typeface to encapsulate what they termed the 'Joie de Jow,' focusing on the joyful aspects of food shared with family, friends, and pets. Key design elements included a modified headline font with playful ligatures and an alternate version featuring squiggles for expressive moments. The color palette retained Jow's signature orange while incorporating bright, warm hues inspired by home kitchens. Graphic elements, such as uneven circles and lines, reflected a philosophy of simplicity and possibility in cooking. Patterns drew inspiration from traditional kitchen tablecloths, creating a library for backgrounds and photography frames. The rebrand emphasized everyday pleasures and aimed to simplify users' routines by offering grocery delivery and meal planning assistance.