Bun Studio has worked with British jam brand Fearne & Rosie on a packaging design refresh for its range of reduced sugar spreads.
The evolution of brand identity is a critical aspect of business strategy, particularly in the competitive food sector. The recent collaboration between Bun Studio and Fearne & Rosie exemplifies a successful endeavor to enhance product appeal while preserving core brand values. The brief for this project was to cultivate a more mature and premium aesthetic without losing the playful spirit that initially defined the brand.
Under the guidance of Victoria Hemphill, Bun Studio implemented a design strategy characterized by striking visuals and vibrant graphics. By introducing bright red berry lids and employing a refined logo, the packaging achieves greater shelf visibility, an essential factor for consumer engagement. Hemphill emphasized the use of soft textures, hand-drawn illustrations, and a simplified color palette, all of which contribute to a clean and modern appearance. This design approach not only enhances the product’s aesthetic appeal but also evokes a sense of home and comfort, which is critical for establishing emotional connections with consumers.
From the perspective of Rachel Kettlewell, founder of Fearne & Rosie, the rebranding was imperative for broadening the market appeal of their jams. By positioning the product as an accessible yet premium alternative, Kettlewell aims to establish Fearne & Rosie as a prominent brand within the UK marketplace. The synergy between fear of being niche and the ambition to become a mainstream favorite reflects a strategic vision for market leadership.
Moreover, this refreshed branding coincides with a key opportunity: the brand’s inclusion in Tesco’s 2024 Accelerator Programme. This strategic placement has the potential to amplify visibility and accessibility, further propelling Fearne & Rosie towards its goal of becoming the most trusted family brand in the UK.
In conclusion, the redesign initiated by Bun Studio serves as an exemplary model of how thoughtful design can harmonize with strategic business objectives. By melding a mature, premium look with elements of playfulness, Fearne & Rosie is poised to capture a broader audience while maintaining the essence that originally endeared them to customers.
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