INTERBRAND Design & Branding TRAFFIC JAM by Interbrand Group

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TRAFFIC JAM

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Interbrand Group
Executive Creative Director Chris Campbell
Released October 2012

Credits & Description

Advertiser: TRAFFIC JAM / INTERBRAND
Agency: INTERBRAND
Category: Promotional Item Design
Senior Creative Director: Craig Stout (Interbrand)
Senior Designer: Ben Sherwood (Interbrand)
Executive Creative Director: Chris Campbell (Interbrand)
Senior Designer: Ross Clugston (Interbrand)

Implementation
The minimalist design reflects the philosophy of simplicity and purity in food production. Given that the demand for artisanal products is greatest in cities, we saw the need for locavore prepared foods to be made as close to the end consumers as possible. The first batches created are in the three colors of the universal traffic light: green, amber and red. The clear jar lets the beauty of the jam come through without being cluttered with labeling or graphics. The typography, iconography and secondary graphics evoke the design language of New York City roads.

Outcome
As we target clients and new business prospects, the response has been unanimously positive. The Traffic Jam message of how to make brands happen today is resonating as we are finding clients who received the product are more likely than others to contact us about new business—and even requests for more jam!

Client Brief Or Objective
We created a new brand from scratch using small batch, locally sourced produce to promote our ability to create and launch brands organically. We deliver Traffic Jam to local clients as a way of meeting our goal: reinforcing to all, through a new product with simple, eye-catching packaging design, our agility in consistently delivering great brands across all categories.

Brief Explanation
Traffic Jam has a simple goal: An agile brand, delivered with less traffic, more jam. Traffic Jam looks to source organic and pesticide-free produce from farms and gardens close to New York City, which seriously cuts down on the amount of trucking and hauling needed to get from meadow to merchant to market. So the jams and preserves not only taste amazing, they tread a little lighter on the streets.