As a new breed of urban farmer, Founder of Jamie’s Farm New York, Jamie Kim, is playing a pivotal role in not just the granola category, but in how she is collaborating with local producers and helping them bring their products to larger markets. This foresight, combined with her own expertize and commitment, inspired us to elect a personal name - rebranding her award-winning, organic gourmet granola brand from "Bumble & Butter" to Jamie’s Farm New York as the brand looks to embark on its next chapter of growth.
Every element of our rebrand from the personal name, to the bird asset and the iconography embraces the unique nature, method and personal touch at the heart of the Jamie’s Farm brand. The bird represents the spreading of the seed that forms the basis of the product, the symbolic cutout window – features sprouting plants with a different design of a well-known gardening tool to represent each flavor variant – with back-of-pack iconography showing people how to use the product across a spectrum of foods and occasions to tie into the unique flavors.