Celebrity chef Jamie Oliver has relaunched his range of food products and kitchenware with help from branding and design agency Hornall Anderson.

New packaging for the brand’s good, better and best ranges reflects the different price points across thousands of products in the Jamie Oliver portfolio – including pasta sauces, fish fingers and fishcakes, and condiments. The aim of the brand’s in-house licensing and creative team was to forge a new identity that established synergy across the brand and worked in markets across the world, while also making the packaging more varied.

Numerous wardrobe changes and eight different typefaces offer an array of options for the whole range of products, Hornall Anderson claimed. Hand-drawn features also create an artisan feel to the redesign, it added.

“We wanted Jamie’s passion and personality to resonate on every product,” said Jamie Oliver head of brand licensing Kerri Palmer.

And Gareth Ball, senior design director for Hornall Anderson, said: “It was a very exciting challenge. It has been a great experience to work for such a lovely bunch of people at such a talented organisation. I feel very proud of the work we have helped to co-create.”

Source: http://www.foodbev.com/news/jamie-oliver-relaunches-food-brand-with-new-pack-design/