Because the products themselves have quite a bold position in the market – the fruit, the whole fruit and nothing but the fruit – we knew we needed to apply that stripped back ethos to our designs.
Within the range, flavour is king, so we chose to put the fruits themselves at the heart of the packaging design. We selected wonderful rich colours that represent the very best of the fruit within, and paired them with simple hand-drawn silhouettes. Not only were the flavours easy to spot, but the taste also seemed to drop right off the labels.
For the print, we picked a bold, two-colour print on white, untreated paper to give the jams an abundant, natural feel. We also used recycled paper to add to the organic credentials of the products, and support the sustainable positioning of the brand.
With the new branding rolled out, Organic Fruit Preserves quickly became the toast of the town, with sales booming in farm shops and artisan foods shops around the south coast.