Operations
Jason's Deli rolls out rebrand
January 30, 2025
Jason's Deli is stepping into 2025 with a refreshed visual identity system and restaurant design created by experience agency ChangeUp.
"Jason's Deli is incredibly energized by this investment in our brand and experience," Blake Parker, chief Innovation officer at Jason's Deli, said in a company press release. "By giving it the same attention that we've always given both our food and service, we know we're creating an even better journey for our customers, and creating more avenues for new people to connect with us."
Centered on the core concept, "The Art of Deli-cious," the rebrand captures the essence of Jason's Deli's mission — "to craft delicious, honest-to-goodness food served with the same care and attention that has made the restaurant a favorite for nearly five decades," Parker said.
The identity is being integrated across all touchpoints and assets from the website and app to packaging, merchandise and photography. The modern layout introduces digital kiosks and diversifies dining areas for convenience and flexibility. The brand's salad bar takes center stage and has a more efficient one-sided line.
"It was really exciting for ChangeUp to work with Jason's Deli because we were able to holistically look at the brand from top to bottom and consider how it translates into their physical environment," Ryan Brazelton, chief creative officer at ChangeUp, said in the release. "Their product and service has always been amazing, so it was really about elevating their brand and experience to reflect their offering and in a way that felt authentic to who they are."
All future locations will reflect the rebrand.
Founded in 1976 in Beaumont, Texas, Jason's Deli has over 240 locations in 27 states.
