The new packaging design of the Schwartau extra spring edition is a successful combination of traditional and modern elements.
As a leading manufacturer of jams, Schwartauer Werke launches editions three times a year using the Schwartau brand. In contrast to the standard range, highly topical design trends are deployed to appeal to new and younger target groups. HAJOK is regularly commissioned with the packaging design for the special editions. For the 2020 spring edition, the brief also included developing a suitable name.
The task was to implement the “Urban Gardening” topic in the design for the three variants which feature regional fruit. Back to nature, slowing things down, enjoying your balcony and planting flowers – all of this had to be reflected on the jam-jar labels and on the small neckholder with the bag of seeds, the special feature of this year's spring edition. It was important that the packaging design clearly differentiates itself from the existing range and that the three variants harmonise visually.
The traditional fruit and flower illustrations remind us of drawings in old botanical books, symbolising tradition and experience. In combination with an urbane font style and the monochrome colour world, a modern interpretation is achieved. The butterfly serves as a small connecting element for all three variants. The black lid contrasts to the bright label and is a distinguishing feature of the special edition. The name “Gartenfreund” (garden enthusiast) stands for the naturalness of the jam on the one hand, but also for consumers, who can do their bit for nature with the help of the bag of seeds.
Facts & Figures
- Special edition Schwartau extra
- Packaging design
Then & Now
The typography on the label and on the seed bag is modern and thus contrasts aesthetically with the traditional flower illustrations.