Studio Frith evolves Jolene’s hand-drawn logo into full brand identity

UK – North London restaurant and bakery Jolene has unveiled a refreshed brand identity by graphic design and creative agency Studio Frith, retaining the tactile charm of a logo first drawn in 2018 by designer Frith Kerr’s six-year-old son.

Originally conceived to capture the restaurant’s ‘naive simplicity’, the hand-scribbled mark now anchors a broader design system that extends across interiors, merchandise and digital touchpoints.

The updated identity includes a new set of animated J-marques, a redesigned website with an e-commerce shop for Jolene’s baked goods, and art-directed product photography by Clare Shilland. Each element balances playfulness with precision, demonstrating how a single human gesture can evolve into a holistic brand language.

By grounding its identity in something personal, imperfect and recognisably human, Jolene offers a counterpoint to overly polished branding and AI-generated aesthetics. This aligns with insights from our recently published Human by Design report, which spotlighted the creatives embracing messy, nostalgic and kinetic design that reflects the human touch.