Jammy’s Rebranding

Rebranding, Snack, Dessert, Cookie, Jam, Gifts

Jammy’s is a rebranding project of jam-filled cookies built on the concept “Where Flavor Meets Fun.” The name bridges the English word ‘jam’ and the Korean ‘jaemi’(fun), expressing both a jam-filled cookie and a joyful experience. The new identity unifies previously separate product and brand names into a single, bold mark. The twin “M”s visualize the savoring sound—“mm”—and inspire a fluid, jam-shaped graphic pattern that extends across packaging, reinforcing brand identity and visual delight. Through this renewal, Jammy’s transforms from a simple product line into a vibrant brand culture connecting people through taste and joy.