Brief
The design and production of military-grade equipment is a competitive market. Genuine JayJays, veterans in innovative kit solutions, needed to overhaul its brand and shift its perception for a worldwide audience.
Results
We stripped back their name and created a robust and impactful visual identity that champions their products, showcases their innovation and includes flexibility to diversify its future offering.
![Example of website design on a laptop device.](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-Explorer-product-page-2.jpg)
Taking inspiration from the Celtic shield knot—once carried into battle by soldiers—we created an icon of infinite looping Js as a symbol of protection paired with a robust, custom wordmark.
With a range of equipment in varying shapes and sizes, the flexibility of JayJay's identity was essential. No matter the application, it needed to flex, maintaining impact without losing its character.
![Moss brand colour referenced from photo of moss](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-moss-colour.jpg)
![Flare brand colour referenced from a photo of someone holding up a flare](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-flare-colour.jpg)
Part of the brand challenge included how it would connect to wider, non-military audiences when diversifying into the outdoors marketplace. It had to clearly segment its offering without losing its visual identity. So, a split colour palette was created to differentiate between the two product lines: Moss—for blending in—and Flare, a bright orange for standing out.
![Packaging design for Jayjays products](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-Knife-product-packaging.jpg)
![Jayjays clothing tag for military products](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-military-product-tag.jpg)
![branded mail bag packaging design](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-packaging.jpg)
![Product collection page from JayJays website displayed on a mobile phone](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-military-clothing-mobile-detail.jpg)
To effectively communicate the unique performance features of their products, we created a bespoke suite of icons designed to echo the solidity of the logo and brand typography.
![A selection of product data sheets](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-Data-sheet-layout-grid.jpg)
![Mockup showing web page of JayJays outdoors products on a mobile phone](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-explorer-clothing-mobile-3.jpg)
![Billboard advert for JayJays military clothing](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-Billboard-advert.jpg)
![Instagram story advert for the explorer range shown on a mobile phone](https://content.toward.studio/toward/assets/projects/clients/JayJays/JayJays-instagram-story.jpg)
![examples of social media posts promoting products](https://content.toward.studio/toward/assets/projects/clients/JayJays/jayjays-social-posts.jpg)