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Graze
Reclaiming the No. 1 UK healthy snacking brand.
Graze
Reclaiming the No. 1 UK healthy snacking brand.
Client
Graze
Role
Head of Creative
Team
Leading six across design, copy, artwork, animation and photography, plus Adam&Eve/DDB on TV. Hands on with the major projects.
Brand design
Creative direction
Campaign
Packaging
Nobody reaches for healthy because it's healthy. They reach for the treat. So Graze stopped borrowing from the health aisle and started borrowing from the sweet shop. Bigger flavour, brighter packs, half the sugar.
Nobody reaches for healthy because it's healthy. They reach for the treat. So Graze stopped borrowing from the health aisle and started borrowing from the sweet shop. Bigger flavour, brighter packs, half the sugar.
Meet the Chief Eating Officer
She knows a Graze idea when she tastes one. Our Chief Eating Officer drops into the playful Graze world to demo the taste, giving us a brand campaign that could carry product stories. First up, Oats: the sweet spot, with nearly half the sugar. I wrote the brief and collaborated with Adam&Eve/DDB who brought two ideas, and we built a third from the best of each. It finished in Unilever’s top three ads that year.
Meet the Chief Eating Officer
She knows a Graze idea when she tastes one. Our Chief Eating Officer drops into the playful Graze world to demo the taste, giving us a brand campaign that could carry product stories. First up, Oats: the sweet spot, with nearly half the sugar. I wrote the brief and collaborated with Adam&Eve/DDB who brought two ideas, and we built a third from the best of each. It finished in Unilever’s top three ads that year.
Flavour leads everything
The packs borrow the codes of confectionery so healthy gets picked for the right reason. Nearly half the sugar, one message on pack, and flavour front and centre. Every Graze idea brings two opposites together. Graze x Marmite was the loudest: love it or hate it, drawn as a doodle.
Flavour leads everything
The packs borrow the codes of confectionery so healthy gets picked for the right reason. Nearly half the sugar, one message on pack, and flavour front and centre. Every Graze idea brings two opposites together. Graze x Marmite was the loudest: love it or hate it, drawn as a doodle.
Healthy, picked for the right reason.
Healthy, picked for the right reason.
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Available for
Permanent creative director and leadership roles. London. Available now.
What I do
Two things. Brand worlds that are felt, and that perform. And the in-house studios that keep making them. Brand design, design systems, campaign, experiential, packaging, digital.
Say hello
LinkedIn
james@jkol.uk.
I always reply.
There are no small briefs.
© JKOL · James O’Loughlin 2026 · Designed by JKOL · Built in Framer · Set in Bricolage Grotesque
Available for
Permanent creative director and
leadership roles. London.
Available now.
What I do
Two things. Brand worlds that are felt, and that perform. And the in-house studios that keep making them. Brand design, design systems, campaign, experiential, packaging, digital.
Say hello
LinkedIn
james@jkol.uk.
I always reply.
There are no small briefs.
© JKOL · James O’Loughlin 2026 · Designed by JKOL · Built in Framer · Set in Bricolage Grotesque