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Work JRECK Subs
Pinckney Hugo Group Logo
JRECK Subs Brand Refresh Under new ownership and excited about building on a decades-long presence in Northern and Central New York, JRECK Subs turned to PHG in the midst of a critical brand refresh. PHG was here to support the company in bringing the new brand to life while remaining true to their core story.
client Jreck Subs
expertise CPG & Shopper Marketing

Challenge JRECK Subs made the decision to update their brand identity in 2022. The new branding is a significant departure from the previous logo and identity (featuring the locally iconic Admiral). There was a need to find an elegant way to roll out the new brand while emphasizing a renewed commitment to focusing on the many great things about JRECK and its offerings that would remain the same and/or improve in the process.

Solution PHG created a conceptual thematic to communicate the change to JRECK’s ardent followers and new prospective customers alike: New look. Old school everything else. A nod to the company’s roots as the brainchild of a group of schoolteachers in northern NY in the 1960s, the theme came to life through a new design construct and messaging that PHG developed and executed across in-store signage, print, outdoor, radio and social media executions.

The Results


The new materials delivered the key strategic message that while some things in the JRECK experience needed updating, the core elements of quality, taste, and hometown feel will never change.