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Jarrold is the largest independent department store in Norfolk, with its flagship based in Norwich. The Jarrold family business was started in 1770 by John Jarrold and is one of the largest and longest standing privately owned businesses in the city. From its roots as a grocer, draper and, most recently, a retailer, for many years its core businesses were printing and publishing.
Our brief was to create a visual identity and packaging for Jarrold’s very first own-brand range of food and drink. The products span a selection of artisan-made items including chocolates, shortbread, mustard, jam, honey, chutney, olive oil, balsamic vinegar, coffee, tea, apple juice, real ale, wines and gin.
As we began investigating the rich history of the Jarrold family business, we quickly recognised the opportunity to leverage their printing and publishing heritage.
We visited Jarrold’s very own print museum in Norwich (the only working print museum in the UK) and were inspired to make use of their huge collection of wood block, letterpress type and classic printing presses.
We worked closely with volunteers at the John Jarrold Print Museum and set about sourcing the perfect typefaces to suit our range of packs – considering scale and proportion as well as selecting a range of styles and weights to fit each product.
We then used the old printing presses in the museum to make prints of each letterform, retaining their physical imperfections and quirks.
Once the final suite of letterforms were selected, we applied them, in all their raw beauty, to the final packaging range.
The back of packs accommodate the product stories – introducing the provenance of the produce. The drop cap detail and typographic layout is intended to echo that of the printed page. Even the ornamental dividers were sourced from the print museum and were picked out in foil.
The individual packs can be arranged to spell out words – transforming the products in to ready-made advertising, point of sale and social content.
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