Absofruitly PI Global

PI Global has created the branding and packaging for Centura Foods’ premium jam range Absofruitly, which goes on shelf on 17 September. PI was briefed to come up with its positioning, name, brand identity, jar and tray design. Absofruitly is part of Robertson’s brand rejuvenation drive, which saw the demise of the brand’s long-standing Golly character last month.