“Jam&Co did such a great job with this that I want to call my next child Jam!”

– Paul da Silva –

Cleaver’s


Brand Strategy
Brand Rejuvenation
Packaging Design
Packaging Form
Style Guide


Arcadian Organic & Natural Meat Co. approached Jam&Co to update their Cleaver’s brand. With so many brands in the market and a multitude of different claims consumers were feeling confused about what brands were offering and the difference between them.

 

Simplifying Choice For Consumers

Given this insight Jam&Co created a labelling system with an honest simplicity reflecting the traditional heritage of butchers signs. The new designs give clarity between Organic & Free Range products and help consumers make more informed choices about clean and humanely produced meat.

Simplifying Choice For Consumers

Given this insight Jam&Co created a labelling system with an honest simplicity reflecting the traditional heritage of butchers signs. The new designs give clarity between Organic & Free Range products and help consumers make more informed choices about clean and humanely produced meat.

Showcasing Cleaver’s as an Australian company supporting families with their tagline “From families, for families”.

A particular design challenge when working with meat products is how to create appetite appeal without the use of photography. We overcame this by using natural, textural backgrounds and deep earthy colours to tap into that feeling of homegrown, connecting further to consumers on an emotional level.

Arcadian Organic & Natural Meat Co. has remained a client of Jam&Co’s and with the decline of the paleo trend has required us to revisit this communication on some of their original Cleaver’s packs. Minimising Paleo in the communications hierarchy and instead focusing on ‘Back 2 Basics’ and 3 simple ingredients, has placed the focus firmly on the product quality and ‘clean’ ingredient list. We’ve also helped extend the brand into several new product launches including organic hotdogs, complete with a stand that visits children’s sporting days!

 

Showcasing Cleaver’s as an Australian company supporting families with their tagline “From families, for families”.

A particular design challenge when working with meat products is how to create appetite appeal without the use of photography. We overcame this by using natural, textural backgrounds and deep earthy colours to tap into that feeling of homegrown, connecting further to consumers on an emotional level.

Arcadian Organic & Natural Meat Co. has remained a client of Jam&Co’s and with the decline of the paleo trend has required us to revisit this communication on some of their original Cleaver’s packs. Minimising Paleo in the communications hierarchy and instead focusing on ‘Back 2 Basics’ and 3 simple ingredients, has placed the focus firmly on the product quality and ‘clean’ ingredient list. We’ve also helped extend the brand into several new product launches including organic hotdogs, complete with a stand that visits children’s sporting days!