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Jamie Oliver

Packaging up a pukka personality…

As a much-loved household name (and face) worldwide, Jamie Oliver needed a brand that reflected his ‘pukka’ personality. The existing brand was inconsistent and disorientated, with a number of different looks being used across the globe. We saw the opportunity to create a coherent and cohesive brand which worked effortlessly across the product categories, at the same time bringing Jamie’s passion for food to the fore.

Our inspiring design architecture had an eclectic, artisan feel, harnessing the brand's biggest asset. Jamie himself.

WHAT WE DID

Strategy.
Positioning.
Identity.
Packaging.
Brand Guidelines.
Training.
Guardianship.

OUR RESULTS

22% SALES UPLIFT.

OUR RESULTS

£5MILLION+ IN
INCREASED SALES.

OUR RESULTS

6% SALES UPLIFT.

Before
Before
Before
Before
Before
Before
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Our challenge was to create a design that shone across the entire product range, which included food, cookware, entertaining and gifting. One which licensees could easily replicate in an inspiring and authentic way.


Before
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Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.

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To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.

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The food photography style was also everything-Jamie, a celebration of his love of good food. Bright and bold imagery showed delicious dishes in a ‘real-world’ setting… crumbs and all.

We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.

Packaging design of mango sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies

Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.

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By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.

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Dynamic content image from a design case study

Jamie's warm and friendly voice resonated on the packs, bursting with the enthusiasm and joy that makes him so well-loved. Crackling with energy, you can hear Jamie in every word.

All videos by Fresh Cut Creative freshcutcreative.co.uk
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full-on FLAVas.

Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.

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THE book
OF FAYE.

We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.

Dynamic content image from a design case study
Dynamic content image from a design case study
Dynamic content image from a design case study

Our all-encompassing rebrand put Jamie firmly at its heart, with the flexible and adaptable architecture a real reflection of his endearing personality. The brand was purposefully designed, giving it the reach to extend across all product tiers and categories. From entry-level kitchen utensils to premium oils and balsamic vinegars, the brand was unmistakably, unequivocally, Jamie.

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PITCH PERFECT.

Jamie’s big, distinctive personality is within his brand’s DNA, alive and present in every image, every word, every colour. We created a strong set of brand guidelines to make sure each pack is crafted individually, yet works seamlessly within the whole product range.

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Zest for Life

A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.

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We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.

Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.

Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.

Back to work.

Dig deeper into this project with
Kim
.
Kim Van Elkan
kim@our-creative.com07900 430870