Compliance branding redesign. Project launched with 5 variants - 3 jams in 270 g jars, and 2 spreads in 400 g jars . Provided all new strategy, branding redesign aligned with government standards, full package layouts and delivered final docs to printer.

​

For this brand redesign, the client was already well established within Brazil, the country of origin for the brand owner. The client needed our studio to adapt the brand for the Canadian market. The new mandatory FOP Symbol required by CFIA where needed, providing shelf-ready government compliant labelling for the Canadian market. 

 

The brand offers an exclusive line of honey-sweetened jams. The whole line is a novel product, with excellent nutrition. We did a deep dive into various CFIA claims, providing a whole new strategy for their product offering the client had never previously considered.​

 

Establishing a succinct branding hierarchy was essential to the nutrition-focused strategy. We carefully defined the allowable nutritional claims per each variant and established a graphical system + hierarchy that was adaptable for future line extensions. We ensured compliance by adhering to allowable claims based on the nutritional thresholds for each variant. The broad range of fruits created some unique nutritional profiles, and so it was essential to address this individually.

 

The product's SERVING SIZE needed to be adjusted to fulfill the FOP symbol, as the Brazilian standard was slightly different for this specific category. Once the proper serving size was established the actual calories were surprisingly low in comparison to traditional jams. Therefore, we shifted the emphasis to the lower calories and made this the focus. 

​

The original treatment was cluttered and the brand mark was buried with the rest of the elements. Overall the old treatment lacked presence and needed an injection of contrasting scale with the hero image and the various text elements. This was also necessary in order to accommodate the FOP Symbol. .

 

In order to pop the brand mark from the busy treatments, we ensured a buffer zone around the honey drip icon, flanked by the English vs French text. 

​

The overall packaging required a more defined visual hierarchy to improve the sequence. The original brand used all white lettering for every descriptor providing no prominence to any one single product descriptor or claim, weakening the product offering. With the refresh emphasis was placed on the brand mark followed by the common name descriptor and the tertiary element is the flavour distinction. Golden yellow was assigned to the HONEY SWEETENED common name for the jams; whereas, the flavour borrows the brand mark's assigned white. With the 400 g spreads the HONEY SWEETENED common name was assigned a saffron-like yellow and the respective colour of each spread's brand colour was used for the flavours.

​

The hero images were improperly cropped in the legacy artwork, especially the banana. We ensured to scale and place them more consistently across each of the variants. We also used a halo effect to help with the contrast against the background, as they were looking somewhat flat. Some colour corrections were done to enhance appetite appeal and improve printability.   

 

One single claim – lower calorie comparison – was encapsulated in a block of yellow with white text. The CFIA requirement for equal letter heights limits the claim emphasis, and so it was essential to encapsulate the mandated phrasing to help pop it off the rest of the elements. The choice of yellow borrowed from the HONEY SWEETENED descriptor was intentional; this tethering of those two items intimates that the honey is the reason for the reduced calories. The overall phrasing for the common name and descriptors is now more succinct, much more pointed with fewer claims to read versus the repetitiveness in the legacy treatment.