Jamie Oliver Digital, Design & Branding Jamie Oliver: JME Food Range by Pearlfisher London

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Jamie Oliver: JME Food Range

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Industry Grocery and Other foods
Media Digital, Interactive & Mobile, Design & Branding
Market United Kingdom
Agency Pearlfisher London
Released June 2009


Cannes Lions 2009
Design - Gold

Credits & Description

Type of Entry: Packaging Design
Category: Foods
Advertiser/Client: JAMIE OLIVER
Design/Advertising Agency: PEARLFISHER London, UNITED KINGDOM
Creative Credits
Name Company Position
Shaun Bowen Pearlfisher Creative Director
Sarah Pidgeon Pearlfisher Design Director
Natalie Chung Pearlfisher Design Director
Beth Marcall Pearlfisher Senior Account Manager
Henry Preston Pearlfisher Digital Artworker
Lucy Milne Pearlfisher Digiital Artworker
Sylvie Saunders Pearlfisher Copywriter
Tracy Sutton Pearlfisher Realisation Manager
Brief Explanation:
Jme brings together experienced designers, producers and growers into its collaborative brand. Therefore, the brand identity and packaging has to reflect this eclectic mix of expertise. To differentiate this collection from other lifestyle brands, we created an inspiring segmentation, focusing on the mix of products and how they come together differently in each individual home. Therefore, the packaging design for each Jme product is guided by the segmentation. Each segment has its own broad look and feel, enabling us to create clear territories for design while maintaining a cohesive family feel across the ranges.
Describe the brief from the client:
Jme is a new collaborative lifestyle concept originating from Jamie Oliver. It is a distinct, stand-alone brand that moves from the kitchen into the wider home, retaining the celebrated chef’s clear beliefs and values but focusing on ideas from a collective of like-minded lifestyle experts rather than Jamie alone. The brief was to create a strong logo and visual identity for Jme and develop inspiring packaging for the food range, to include Christmas items, snacks, conserves, preserves and condiments. Each product required a unique, interesting and practical packaging solution that engaged consumers and brightened up their day with considered touches.
Description of how you arrived at the final design:
The packaging for this eclectic lifestyle range is fresh, striking and considered, reflecting the function of each product, and using the bold Jme logo to hold the collection together. It also uses imaginative and environmentally responsible packaging solutions. Jme larder products reference artisan traditions of market stall markers and handwritten labels. They sit under the Make & Grow segment, providing functional yet creative ideas for the home. Christmas food sits in the Gather & Share segment, focusing on shared experiences, and takes traditional festive cues and turning them on their heads. For example, a packing crate houses a luxury pudding.
Indication of how successful the outcome was in the market:
Jme launched online in December 2008 and since then it has received an average of 22,000 unique visitors a week. There was only minimal PR and no advertising spend on launch so traffic has come via the Jamie Oliver website and word of mouth. When Jme launched in a dedicated London retail space alongside Jamie Oliver's cookery class concept, Recipease, it outperformed predicted sales by 100%, being responsible for 40% of the shop's revenue in its first two weeks.