OUGD603 - EP - Marmalade - Outlining Brief

Branding Marmalade
Outline Brief

- Each year the client makes a batch of homemade marmalade to give away to friends and family
- The marmalade is poured into glass jars of various sizes and finished off with a bow of ribbon
- This presented the opportunity to brands these jars, giving them an identity, something which an then be used every year

Target Audience

- Friends & Family - Mostly people living in the Fulham area
- Some given away as gifts
- A few are kept to be enjoyed at home

Deliverables

- Branding and identity - that can be used each year. This will then be remembered by its recipients and then anticipated each year
- A logo
- Jar Labels
- Ribbon? and any other details

Time Scale

- Jars to be sent out within the next two weeks

Brief sent by Client...

Brief

Home made marmalade to be sold in wholefood shops and delicatessens as a premium product.

It is handmade as well as home made  as the oranges are hand cut rather than shredded and the ingredients are just Seville oranges and sugar – a reduced amount of sugar compared to traditional recipes and no added pectin.

It can only be made in late January/early February when Seville oranges are in season

The jars used are recycled so the packaging respects the need to reduce waste and this also adds to the home produced feel of the product but will cause difficulties  in labelling as the jars will be different sizes.  

The labelling needs to include :

Ingredients 60% Seville oranges 40% sugar

A name … Mamalade ?

Consume by date would need to be added per batch as well as weight of contents for each jar

The marmalade will be made in relatively small batches  and so the labelling /packaging could include disguising the lid which will also be different for each jar and even sometimes has the previous product name  .

Avoid any associations with Paddington Bear and Creole Lady Marmalade – this is an quintessentially English product  with Spanish oranges !

I don’t like labels with pictures on

AIM:

Produce packaging for home made Marmalade that demonstrates an awareness of recycling, that the making process is done by hand, and Seville being the producer of oranges but the spread being quintessentially English.