The Brief:
Update the logo and packaging.

What Actually Happened:
A system redesign that landed new retail accounts on launch.

We found Julia Street the way her customers do — through her chocolate. J Street was our holiday gift pick for clients, and when she needed a brand update, we already knew the product was worth the investment.

The problem was structural as well as aesthetic. The original “Jst” logo read as “just.” The playful illustrations crowded out flavor titles. Customers couldn’t navigate the flavors and didn’t stand out on retail shelves. The audit focused on hierarchy: how do you reorganize a packaging system so the product sells itself on a shelf? Julia also needed a way to save time when hand packaging, fewer steps, more system.

We stayed true to Julia’s handmade spirit — cutting the logotype and background patterns from paper. Then we built the system: a color-coded distinction between library (always available) and seasonal flavors, new icons for sustainability and process, and bold typography that gave the brand shelf presence without losing its craft.

The packaging also got faster to produce — fewer pieces, simpler assembly.

Right after launch, J. Street secured retail placement at Chocolate Covered and Rainbow Grocery in San Francisco. Julia has been able to extend the system to new products and collaborations.