William's Conserve (Jam) by Springetts Brand Design
2017 - 2018, Golden A' Packaging Design Award Winner
Inspiration
A jar was needed that was bespoke with a high quality look that people would want to keep in the centre of the table and not hide away in a cupboard. The inspiration for the design came from the original Histon village signpost. The windmill, duck pond, and local boot maker were also incorporated into the design. These all give it an intrinsic value which consumers will want to hang on to. The brand name William’s was chosen rather than WMP Hartley to distance the brand from the everyday range and to give a more personal feel to the range.
Creativity
Working with a glass manufacturer, Beatson Clark, a jar was created that allowed for a minimal amount of space for branding and embossing the new logo crest. Following research, the label was made easy to remove so the jar could be re-used as home-made jam was increasing in popularity. This was paired with a new tone of voice that used words like ‘scrummy’ and ‘delightfully’ to further build on the Britishness of the brand.
Design Challenges
A proposition was created for Hartley’s based on ‘Distinctive British Conserves’ and going back to when William Pickles Hartley first decided to make conserves back in 1871, which today are made in Histon in Cambridgeshire. The product was created using only selected British fruits and cooked very slowly to preserve as much fruit as possible.
Production Technology
Glass jar Metal lid Cardboard outer wrap
       
     
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