Brand | Creative | Digital | Packaging
Naked Jam
The strategic challenge
Creating a brand that grows with the seasons
What we did: Brand identity · Label design · Packaging · Hedgerow Tour materials · Ongoing seasonal design
The design challenge
Jennifer Williams is a trained chef, a competition-winning marmalade maker and a judge for Disciples Escoffier UK. Her preserves, made by hand in copper saucepans from foraged and seasonal berries, flowers and hedgerow ingredients, are served at The Ritz, The Savoy, The Corinthia and The Kensington. When a jar of jam reaches the breakfast table at those hotels, the label is the first thing a guest sees. It has to be worthy of what's inside.
We have worked with Jennifer for ten years, evolving the brand as her business has grown from a local artisan producer into a name known in the kitchens of head chefs across London.
What we solved
The identity draws on the botanical illustration tradition, detailed, delicate, rooted in the natural world that Jennifer forages from. Natural materials in jars and labelling carry the handmade quality of the product itself: this is jam that comes from a specific place, a specific season, a specific moment in the Hampshire hedgerow.
The brand has two registers. Naked Jam speaks directly to the consumer, warm, personal, completely honest about what it is and what it isn't. Naked by Jennifer Williams carries the same values into the professional kitchen, where her reputation as a craftsperson and Disciples Escoffier judge does the talking alongside the product.
The ongoing relationship
This is one of our most responsive working relationships. When Jennifer finds something extraordinary in a field or hedgerow, the brief arrives quickly and the turnaround has to match. Small print runs, bespoke labels, fast execution design that keeps pace with the seasons rather than waiting for a campaign cycle.
We also design for her Hedgerow Tours, where Jennifer teaches foraging and the art of making artisan jams, jellies and vinegars from the ingredients she finds in the New Forest landscape.
