Jason’s Deli was founded in a small town in Texas in 1976. They’ve been in the local deli game as long as anyone. But – and not to sound like a cliché here – these guys were truly different. They banned transfats from their delis many years before it became “cool.” They got rid of all MSGs in their food. And eliminated high fructose corn syrup from everything except soft drinks (but they’re workin’ on it). In other words, if it’s not organic, real and good for you, it doesn’t come in their doors.
So we were tasked with creating an identity that embraced and reflected those high standards of Real. Food.