Our work for Jacob Fruitfield

Spreading the goodness

29 September 2005

The brief involved creating a suite of labels for the latest premium range of conserves and marmalades from Fruitfield. At a fundamental level, the design had to differentiate the range from other Fruitfield offerings, and also had to compete effectively on-shelf against its competitors. What makes these premium products unique is their higher fruit content and how they are made. Each of the six varieties is slow-cooked in small batches in open, copper pans, which help to retain more essential oils and more of the fruit flavour. Our packaging design needed to reflect both these differences. The key focus of our designs is a photograph of fresh-fruit ingredients tumbling into a copper pan prior to being cooked. The choice of distinctive typography accompanying the imagery helped communicate the uniqueness of the product. Instead of being sold in a traditional round jar, this range expresses its premium nature with an unusual square-shaped jar. Our labels emphasise the angular form with a die-cut, wrap-around feature that helps maximise the product stand-out on shelf. The range was launched throughout Ireland's supermarkets this summer.