The work covers the food, cook and kitchenware, crockery, outdoor entertaining and gifting ranges. Pearlfisher has also created new identities for the mainstream and specialist markets.
Pearlfisher was appointed to the project on the strength of its previous work for Jamie Oliver’s Jme brand, according to a spokeswoman for the consultancy. It started work on the masterbrand project in June 2009.
Pearlfisher was briefed to create an expression for a wide range of Jamie Oliver products that would work within the celebrity chef’s portfolio, according to the spokeswoman.
Natalie Chung, creative director at Pearlfisher, says, ‘The brand captures the character of Jamie Oliver, which is real, playful and imaginative, and this is reflected in the “keep it simple” strapline for mass retailers and the “get inspired” strapline for the department stores and independent cookshops.’
She adds, ‘The new design represents the evolution of the brand and the strength and stature of the Jamie Oliver personality with a change to the tone of voice used in pack copy and the introduction of a new brand marque.’
Guy Mottershead, executive director of Fresh Retail Ventures, which markets the range, says, ‘The range has grown at a phenomenal rate and we needed to update the design in line with this.’
The new range rolls out internationally from this month.