Spencer's Jam - Packaging case study
Jam Packaging Redesign
The objective was to evolve the current look of Spencer’s Smart choice Jam to give a shelf throw to the brand when compared to competitive brands in the Store.
This was to be achieved by redesigning the Jam bottle label to stand out from the other brands and to bring out the following attributes: richness in flavour, good in taste and use of fresh quality and better ingredients.
Spencer's Smart Choice
Spencer's boasts of a wide range of private brand products instore. 'Spencer's smart choice' is the leading instore brand which has a plethora of products ranging from juices, noodles, cookies,honey, jam, etc.,
Target Audience
Consumers from the middle and upper-middle-income groups.
- Customers influenced by kids,
- Female customers carrying out their monthly household shopping and
- young adult customers who shop regularly for packaged foods.
I studied the Jam labels of other brands , to look at the elements and design followed and to find ways to differentiate the Spencer's jam from the lot and give it an elevated look. The following things were seen common in most of the Jam Labels
- Images of the fruit(s) on the front of the label
- The background of the label was usually the color of the jam(or the fruit)
To break from the regularity I decided to use illustrations of fruits highlighting the color of the fruit and and using a neutral (brand color) on the background.
Quality of any fruit product is mostly determined by its rich color. This can be translated in the packaging by having die cuts in the label which shows the actual color of the product.
More fruits on the cover to denote that the ingredients are from fresh, natural sources, thereby the consumer perceives it as a quality product.
A spoon is used for tasting food while its being cooked. These elements entice a feeling of homemade / special care. A spoon dripping with jam is a good way to show overflowing taste.
Label Mock up
The portion of jam in the spoon is die cut which shows the actual color of the product, enabling the consumer to associate with the richness of the jam.
