Chef and campaigner Jamie Oliver relaunched his range of food products and kitchenware with help from branding and design consultancy Hornall Anderson (hornallanderson.com). It supported Jamie Oliver’s in-house team with manifesting their vision for the range, which is available in 40 territories around the world.

Global appeal

Jamie Oliver’s range features three different price points: good, better and best in a bid to encourage people to get into cooking. His TV shows have been shown through 185 broadcasters in 182 territories and his cookbooks translated into 36 languages.

Reflecting personality

Jamie Oliver’s licensing and creative team forged a new identity for the brand, with help from Hornall Anderson. The chef and campaigner wanted a diverse, eclectic and ownable design, which would work across thousands of products and multiple countries, in outlets from supermarkets to department stores. Kerri Palmer, Head of Brand Licensing Food at Jamie Oliver, says: “We wanted Jamie’s passion and personality to resonate on every product.”

An exciting challenge

Packaging for the good, better and best ranges, reflects the different price points and Jamie’s personality, right across the brand. Around 50 different photos of the chef and campaigner, with various wardrobe changes and eight typefaces generate packaging options for the whole range.

The aim was to establish synergy across the brand while making the packaging varied. Hand-drawn features also create an artisan feel.

Gareth Ball, Senior design director at Hornall Anderson, says, “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.”