JL King & Co.

JL King & Co is a family owned Australian company committed to supplying fresh, locally sourced and produce, as well as creating delicious and high quality pre-prepared salads and ready made meals.

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Food & beverage


Design, Digital, Marketing, Branding


JL King & Co. initially engaged Thirst Creative for a strategic workshop to identify potential marketing opportunities and areas for growth within their business. Following this workshop they partnered with our team to access our full suite of marketing, design, brand and digital services to launch a new brand architecture and evolve their business for a new modern era.


Our experts re-positioned the JL King & Co. across all disciplines. Our team created a new and dynamic logo and business identity, evolved the brands packaging design, established new marketing collateral and a targeted social presence, crafted a modern wholesale-friendly website and even launched their new ready-meal label, Simply Tasty.

Custom food photography
New brands launched to market
New product ranges developed
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Increase in Facebook engagement
JL King & Co. were looking towards business growth.

The Goal

JL King & Co. wanted to develop and implement a marketing strategy that would increase brand awareness and engagement.

JL King & Co. approached our team with an outdated brand and old-fashioned website that failed to sell their value proposition of high-quality produce. The company was in need of a complete overhaul that would not only reposition their existing brand image, but also identify a newfound, promising opportunity in the market.

Collaboratively, our team has streamlined their sales and marketing chain.

The Process

We started our engagement with a marketing strategy to identify potential opportunities, risks and changes in their industry. This lead us down the path of creating a new, customer-facing brand for their ready-meals range. This process involved developing a name that aligned to their core values, designing a logo that could be applied across packaging, collateral and digital assets as well as creating a new packaging concept that showcased the range.

During this process we also evolved the JL King & Co. logo and recreated all of the existing marketing collateral to modernise the organisation. This included a new stationery deck, vehicle wraps, building and signage concepts, brochures, and more.

Following the design of the new brand, our team of UX experts and digital designers created a new, user-friendly website. The site works as a hub for JL King & Co.’s wholesale catalogue, and also a branding tool for the newly launched sub-brand, Simply Tasty. Subtle animation and bright visuals complement the new visual identity of JL King & Co.; elevating the brand into a modern era in strong contrast to their previous static site.

Designing a range of collateral required professional food photography to showcase the meals in all their glory. The images were essential in portraying the value of the ready-made meals and elevated the site's previous lack of ‘wow’ factor into a dynamic display of the Simply Tasty product catalogue.

Our team also developed a tailored marketing strategy that has helped to better apply their communication towards their local community and extend their reach to new markets. With the development of new social media channels, community-engagement campaign efforts and a number of BD developments, our team has helped to secure new opportunities for the business both locally and nationally, and solidify JL King & Co. as a leader in their market.

The JL King & Co. brand and digital user experience finally reflects the quality of their service.

The Outcome

The JL King & Co. brand and digital user experience finally reflects the quality of their service.

We are proud to have assisted JL King & Co. in re-evolving their brand and business practice. We are confident that the brand’s visual elevation and digitisation has created new business opportunities and contributed to their continued success.

We are confident that our ongoing marketing, design and digital partnership with JL King & Co. will continue to drive the brand forward and meet evolving business objectives.