Jamie Oliver

 

"Pearlfisher has redesigned the complete Jamie Oliver retail masterbrand range creating new identities for both the mainstream and specialists markets. The redesigned product ranges include food, cook and kitchenware, crockery, outdoor entertaining and gifting.  

Guy Mottershead Executive Director Fresh Retail Ventures Limited commented, “The range has grown at a phenomenal rate and we needed to update the design in line with this. It’s been great for Jamie himself to be so hands-on with the product and packaging development and for us all to once again work with the team at Pearlfisher to bring the spirit of the brand to life.” 

Pearlfisher Creative Director Natalie Chung, said, “The brand captures the character of Jamie Oliver which is real, playful and imaginative and this is reflected in the new ‘Keep it simple’ strapline for the mass retailers and the ‘Get Inspired’ strapline for the department stores and independent cookshops.  

The new design reflects the evolution of the brand and the strength and stature of the Jamie Oliver personality with a change to the tone of voice used in pack copy and the introduction of a new brand marque.” 

The new look Jamie Oliver brand will be available from April in the UK and International markets."

Comments

[Yashar]

I liked the previous Jme design much more,it captured his personality perfectly. This will just blend in with everything else that’s out there.

[natasha cheti]

The Jamie Oliver brand is separate from Jme – it's a less premium, more everyday brand

[Jeanee]

I would like it better if there were more than one pose of Jamie. The same pose over and over get mundane.

[Jeff Raulie]

I agree with Jeanee. The imagery works well on a single SKU, but when you line up all the SKUs it becomes very tedious.

[Sarah]

I agree with Jeanee and Jeff too, but I have to say, that logo typography is gorgeous. Very well thought-out. I mean, the relationship between the "l" and the "a" alone is just so perfect.

[Hibryd]

That's a bizarre photo. Aloof yet smug, like he's lost in thought remembering something brilliant he once said, enjoying a bowl of mystery food while sporting a vintage 80's track suit.

I'm with Jeanee - photo variety would go a LONG way here.

[Lee]

The design before was much better. This has a picture of Jamie on it but it doesn't feel like Jamie Oliver. It could have any image on it. It's a shame.

[tim]

"Keep it simple"? Too simple. The brand identity managed through the script/font was working well and was getting traction. This will last 18months before it has to be done again.

[Amy]

The photo looks ridiculous and the typography is terrible. Pearlfisher is far better than this.

[{ kat }]

Honestly, this is one of the most boring packaging designs I've ever seen. Why on earth is his photograph even on the label - especially lacking any "playful and imaginative" character? Are they afraid no one would understand who Jamie Oliver is without his image plastered onto the food?

[Neztra]

I think the color pallette is beautiful and current, but the typography (with the exception of the lovely placement of the a and l as Sarah said) is terrible. The font used in the header, used in that manner seems so dated and the subtext "Keep it simple" is completely lost.

I agree with the general concensus that the photography is terrible. This packaging work make more sense without his image on it.

[Mark]

Oh yes, this is a classic, reminds me of that iconic Lloyd Grossman packaging from years gone by.

The phrase 'Keep it simple' really flows throughout the design, even to the picture of Jamie Oliver himself.

Cracking stuff.

[jon]

...pony.

[Lucas]

Fecal