Jones Knowles Ritchie

Jones Knowles Ritchie is a global strategic branding agency founded in London in 1990. Originally a British packaging design practice, it has expanded into a consultancy working across brand strategy, identity and customer experience. Its work helps established brands reposition themselves and develop coherent identities across packaging, communications, digital products and physical experiences.

The agency has longstanding experience in consumer goods and food and beverage branding, alongside projects for restaurants, retailers, technology businesses, charities and cultural organisations. It serves international clients through its London and New York studios, coordinating work across the Americas, Europe, the Middle East, Africa and Asia-Pacific.

From strategy to experience

JKR's strategic work covers brand purpose and positioning, architecture, portfolio planning and innovation. It also develops internal engagement strategies and plans for campaigns and customer experiences, connecting a brand's underlying proposition with how people encounter it.

Identity projects can combine visual identity, naming, brand voice, messaging and custom typography with motion and digital design systems. Packaging remains a central capability, supported by structural and spatial design. Its broader experience practice includes customer journeys, retail activation, interactive design, websites, product innovation and workplace experience. This range allows the agency to carry a brand idea through multiple applications rather than treating each touchpoint as an isolated design exercise.

Brand transformation

The studio's portfolio includes the 2021 Burger King global rebrand, encompassing visual identity, packaging and typography, as well as brand transformation work for Dunkin', Heinz, Budweiser, Stella Artois and KFC. Technology projects include identity and typography systems for Mozilla and Firefox, while its charity work includes comprehensive identity programmes for Big Issue Group and the RSPCA.

Across these projects, JKR's work spans both the renewal of familiar brand assets and the creation of new identity systems. Its development from packaging specialist to broader brand consultancy is reflected in a portfolio that extends from supermarket products and restaurant brands to digital platforms and nonprofit organisations.