For over 250 years, Jarrolds has stood as a cornerstone of life in Norwich. Through nine monarchs, two world wars, and seismic shifts in the retail landscape, the independent department store has grown, adapted, and remained deeply woven into the fabric of Norfolk. Today, Jarrolds is more than just a place to shop — it is a cultural institution, a living legacy, and a trusted name that generations of families continue to cherish.
As the company reached a pivotal moment in its long history, it partnered with Norwich-based design studio The Click to evolve its identity — not by abandoning its past, but by carefully reinterpreting it for the future.
A Legacy Rooted in Community
Founded in 1770 by the enterprising 25-year-old John Jarrold, the business began humbly, trading in groceries and drapery. From those early days, Jarrolds built its reputation on trust, quality, and a deep connection to the community it served.
Fast forward two and a half centuries, and the business has transformed into a five-floor retail experience in the heart of Norwich. Departments span fashion, beauty, lifestyle, art, books, food, wine, and even four restaurants and cafés — all under one roof. But despite its growth, the business has remained family-owned, independent, and resolutely local.
The Lion and the Letter
For decades, the store’s identity has been visually linked to a majestic lion — inspired by the heraldic bronze lions created by sculptor Alfred Hardman in 1938 to mark the opening of Norwich’s City Hall, just across the square from Jarrolds’ flagship store. Eventually, one of those lions became entwined with the Jarrolds logo, its paw resting on the ‘J’ — a cheeky yet endearing nod to the brand’s personality.
But while the lion became an unofficial mascot of the store, it was never truly its own — borrowed from the civic realm rather than built from within.
This realization prompted a key question in the rebranding process: Should the lion stay? After reflection, the answer was clear. The lion had earned its place — not just as a symbol, but as a point of emotional connection. What was needed wasn’t replacement, but reinvention.
By redrawing the lion from the ground up and cleverly fusing it with a newly customized ‘J’, The Click gave the symbol a new lease of life. Now, the lion is unmistakably Jarrolds’ — distinctive, iconic, and entirely their own. The proportions of the lion’s forward-standing foot match the scale of the ‘J’ in the logotype exactly, creating a subtle harmony that runs through the entire brand.
Settling the ‘S’
Another long-standing ambiguity the rebrand addressed was a surprisingly contentious one: Jarrold or Jarrolds?
Historically, both versions had appeared over the years. The company was founded by John Jarrold, became Jarrold & Sons, and today is operated by the eighth generation of the family. In daily life, people naturally refer to it as “Jarrolds.” With that in mind — and in celebration of its generational lineage — the design team confidently reinstated the ‘s’, once and for all.
The result is a name that feels warmer, more inclusive, and truer to the way people experience the store in real life.
Colour, Typography, and Print Heritage
The new identity keeps Jarrolds’ historic colours — a rich Jarrolds Purple and a weathered Verdigris Blue — but refines their use. Instead of combining them, each now serves a distinct purpose: purple forms the backdrop for white text, evoking luxury and elegance, while blue pairs with black for clarity and modernity.
Typography also plays a pivotal role. The rebrand introduces two typefaces: Lapture, a refined serif that speaks to the brand’s heritage, and DM Sans, a clean, contemporary sans-serif. This dual-type system gives the brand flexibility, allowing it to appeal to both tradition-loving loyalists and a new generation of style-conscious shoppers.
The influence of Jarrolds’ printing history also found a place in the new visual system. The company’s significant role in publishing — including printing the first edition of Black Beauty in 1878 — inspired the use of ink-like textures and artworks across packaging, point-of-sale materials, and advertising. These subtle nods to its heritage infuse the brand with richness and texture, a layered visual metaphor for its long and storied past.
A Brand That Works Everywhere
One of the major achievements of the new brand system is its adaptability. Whether it’s embroidered on a staff apron, printed on a shopping bag, emblazoned on delivery trucks, or scaled down for digital screens, the new identity feels cohesive, legible, and expressive.
This versatility is key. Jarrolds is not just a store — it’s a publishing house, a café, a wine bar, a toy department, and a gift emporium. The brand now has the stretch to tell all these stories under one cohesive banner.
More Than a Facelift — A Reawakening
What makes this rebrand particularly successful is that it doesn’t discard the past. It embraces it. By thoughtfully integrating legacy elements like the lion and the name, The Click has created something that feels both familiar and fresh. The tone is confident without being boastful, refined without being exclusive.
Jarrolds now stands with a clearer voice, sharper identity, and renewed purpose — ready not just to preserve its place in Norwich’s heart, but to deepen it.
This is heritage reimagined — not a relic, but a living, breathing brand for the next 250 years.
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