Jamie Oliver is relaunching his food and non-food ranges in supermarkets Tesco and Waitrose this week, with branding and packaging by Design Bridge. It replaces work executed by The Plant less than 18 months ago.
The Plant creative director Matt Utber explains that the consultancy’s designs were too ‘niche ane elevated’ and that FRV wanted to open up the range to a mainstream audience.
Design Bridge was appointed in June last year following a six-way creative and strategic pitch against Pearlfisher, Lewis Moberly, Elmwood, Via Communications and one other group.
The client backing the plan is Fresh Retail Ventures, set up by Jamie Oliver Holdings in 2006 to act as sole marketing licensee for the TV chef’s portfolio of food and non-food products in retail markets worldwide.
FRV managing director David Page says the intention behind the redesign is to ‘ensure more consistent brand imagery within all retail markets and maximise the brand equity’.
Design Bridge managing director John Morris adds, ‘The key challenge in branding Jamie Oliver products is that everyone feels like they know Jamie. We had to draw out the essence of his character, and decided that at heart he is about energy, passion and enthusiasm. We went for an illustrated style as the best way to express that.’
The new labels will be implemented across Oliver’s Italian range, replacing existing designs by The Plant, as well as his meal kits, olive oil range and an upcoming line of salads. They will also be implemented – although not by Design Bridge – on cookware ranges by Tefal and Royal Worcester.