PURELY CLEAR PRESERVES
Brand & Packaging

A rebrand, product labelling and business cards for a local small business that produces homemade, high-end preserves.

Purely Clear Preserves approached us to redesign their jam labels. Following an initial meeting where we took the brief and asked lots of questions, we produced a short document outlining the key design requirements, what the branding needed to communicate, and also the label production requirements. We proposed some ideas for fonts/typefaces for the logo and label text and also reference images of other product labels to show some alternative design directions. Discussing this document helped us firm up the brief and get a clear design direction, which we then worked up into the final logo and label design.

The new brand has an artisan feel in keeping with the homemade, foraged and locally sourced product, which supports the warm conversational tone of the product descriptions on the labels e.g. ‘Moreish mixed berries with subtle vanilla. Great on anything’. We sourced engraving-style fruit drawings and created bespoke illustrations for each of the 10 flavours. The logo itself is in a bold, quite traditional font, with a written-style script used for the flavours and ‘Historical Fell Type’ gives a hand-printed feel for all the label text. The front section of the label is clean, unfussy and legible. The product details, ‘best before’ etc are rotated and separated with a dotted line grid to one side of the label, while the brand / product story text is right way up, larger with more space to breath and uses a feature colour picked out from the illustration to ensure it stands out.