Iconic pantry staple Barker’s of Geraldine, founded in 1969, has undergone a brand refresh to become newer and more modern.

After 54 years, Barker’s of Geraldine is looking into the future and hoping to continue as a Kiwi mainstay by undergoing a brand refresh to have a more “modern look-and-feel, boasting energy and personality”.

This new look is hoping to appeal to the evolving audience of foodies.

Barker’s of Geraldine collaborated with creatives Alicia Christie and Ryan Henderson at Degree Design, and Brand Strategist Hillary Cootes, to come up with this new look.

The brand says the new look comes at a perfect time where more food-loving occasions are set to come.

The new visual identity is also the beginning of their “tongue-in-cheek” campaign ‘Not Just Jam’ for the summer.

Read more: Brands evolve, so how does one rebrand?

“It’s no secret that people love our Barker’s jam, but we want to make sure consumers know we do much more than just jam,” says Marketing Manager of Barker’s of Geraldine, Kathryn Love.

“’Not Just Jam’ is a simple phrase that allows us to highlight all the good stuff that makes Barker’s of Geraldine, Barker’s of Geraldine.”

‘Not Just Jam’ is a campaign that shines a spotlight on the plethora of products within their range such as syrups, chutneys, sauces, and newer ranges such as marinades, and more.

The brand new look will first be rolled out as packaging across the newer products before rolling out within core products in the coming months.