This one is particularly close to my heart because we didn’t just design a shop for JAM. We did the branding for JAM. And branding is never just drawing a logo.

People often only see the final result: four letters, a typeface, a colour, a sign on a wall. What they don’t see are the thousands of ideas that came before it. Over the years, we must have come up with 50,000 names and God knows how many logos. You write, draw, reject, rethink, redraw and start all over again until suddenly something feels completely right. JAM felt right.

We are incredibly proud of the identity we created, and even happier that we now get to become part of the place ourselves. We love our client, we love the location, and we have waited a very long time for this moment.

So naturally, we decided to have a little fun with JAM. We turned it into Strawberry JAM.

Our pop-up will be called Strawberry Fields, the strawberry will be our key visual, and the shop will have a strong streetwear direction. It will be a slightly different Nala universe, created especially for this location.

We soft open on 27 September, but the real celebration is on 3 October from 11 a.m. This is an open invitation to our friends, our fans, our customers and anyone who wants to come and discover Strawberry Fields.

There will, of course, be peanut butter and jam sandwiches. Because really, what else could we possibly serve?

And there is one more thing.
We have a massive surprise coming. We are collaborating with our favourite graffiti artist on something very special for Strawberry Fields, but I’m not giving that away just yet. The artwork and the story behind the collaboration will be revealed in next week’s newsletter.

For now, put it in your diary.

3 October, from 11 a.m.
Strawberry Fields at JAM PJ
Jalan 13/6
Seksyen 13, 46200 Petaling Jaya
Selangor

You’re invited. Come and have a PB&J with us.