Jow, 2023

As Jow expanded from France into the U.S. market - how do you rebrand a grocery platform to feel less like an algorithm and more like a warm, everyday lifestyle brand?

The Idea - Joie de Jow. We don’t do perfect. We do possible.

We set out to capture the delight of everyday food moments—the kind you share with family, friends, and pets.

Our goal wasn’t perfection, but possibility. Jow’s new identity embraces the beauty in imperfection: wobbly lines, uneven circles, and patterns pulled from kitchen tablecloths all nod to the simple, soulful act of making a meal.

Lead Design - I led visual design across identity, typography, and brand expression—from custom type systems to expressive iconography and patterns.

Outcome - The rebrand helped Jow launch in the U.S. as more than a grocery tool—positioning it as a joyful, life-simplifying service. The identity flexes seamlessly across both French and U.S. markets, with early U.S. rollout showing increased engagement among young families and food lovers.