label redesign
2019-FA
// graphic design
original packaging:
friendly
home
welcoming
trustworthy
classic
market research:
product category | Jams & Preserves
place of sale | Supermarkets, convenience stores, etc.
price point | From $2.99 ~ $3.99 - on the more affordable side when compared to competitors.
consumer demographic | Families - Smucker’s traditional target market, and single adults who enjoy eating convenient food - Smucker’s new emerging target demographic.
home
welcoming
trustworthy
classic
market research:
product category | Jams & Preserves
place of sale | Supermarkets, convenience stores, etc.
price point | From $2.99 ~ $3.99 - on the more affordable side when compared to competitors.
consumer demographic | Families - Smucker’s traditional target market, and single adults who enjoy eating convenient food - Smucker’s new emerging target demographic.
design rationale: Smucker’s Jams have gone through a few variations in label design. When redesigning, it will be important to maintain the overall traditional look, as it is a very prominent, established and iconic brand that consumers recognize. In order to differentiate with competing brands, Smucker’s will take inspiration from its original design, evoking a sense of nostalgia in the consumer while also following the trend of going back to retro. This way, Smucker’s will be able to maintain its brand identity and target both its traditional and new target demographic.