The Chivers Conserve packaging revamp required it’s rejuvenation and reassertion as the premium brand offering; delicious, high quality, high fruit content with a personality that was warm, approachable, engaging and conveyed expertise in the conserve making process.
The new conserve pack needed to have a premium contemporary edge mixed with the traditional and be clearly differentiated from the Chivers lower fruit content jam range.
The “packed with fruit” or high fruit content appeal needed to be particularly emphasized with on pack fruit photography becoming a key element in the communication of same.
Well photographed, beautifully fresh, high quality fruit invariable makes a very appealing visual and in the new Chivers Conserve look it was an integral element in the pack redesign.
We deliberately used both a combination of freshly picked, individual selected fruits coupled with a second supportive conserve like photograph suggesting the “conserve making” process separated by a curve reminiscent of spreading a generous dollop of conserve onto something delicious ready to eat.
The separating curve also echoed the shape of the Chivers logo which now had a much more dominant on pack presence. The finished result made for a much stronger, engaging offering which clearly communicated it’s superlative quality endorsed by the unmistakable Irish bastion of conserves.
All subsequent support collateral developed for the Chivers Conserve range has also reflected the brand continuity in both look and feel.
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