Everyday Sweetness, Made Simple
Simple Berry offers the familiar, sweet flavors of classic jam in a convenient spread for families and working adults. It’s the perfect addition to breakfasts and snacks, with natural flavors like strawberry and blueberry. Made with quality ingredients, it’s a delicious option that’s easy to find and enjoy, bringing a naturally sweet taste to your day.
Simpleberry
simply fresh, naturally sweet
package design
campaign design
The Brief
Create an advertising campaign for a jam company that uses a visual metaphor. The campaign will highlight sweetness as the key selling point, ensuring a visually engaging and cohesive brand message.
The Solution
Develop a visual metaphor campaign that leverages imagery to capture attention and reinforce brand identity. By integrating metaphor across social media, and outdoor advertising, the campaign creates a unified and memorable experience that resonates with the target audience.
Target Audience
Simple Berry is for families and working adults who are used to mass-market brands but are looking for a simpler, sweeter, and more natural jam. It’s perfect for breakfast, snacks, or any meal, delivering a rich, fruity sweetness in every bite. This audience gravitates toward familiar flavors like strawberry, blueberry, orange, and blackberry, enjoying the convenience of a product they can find easily at the store. With its natural ingredients and delicious taste, Simple Berry is a satisfying alternative that brings a fresh take on classic jams.
DRAWN TO SWEETNESS,
JUST LIKE NATURE INTENDED
For the visual metaphor, I chose to use animals drawn to flowers and nectar as a metaphor for sweetness because it’s a natural and familiar connection. Just as bees, hummingbirds, and butterflies seek nectar, consumers are drawn to Simple Berry’s delicious, high-quality jam. This imagery reinforces the idea of natural sweetness and everyday appeal in a simple,
engaging way.
IMMERSED IN SWEETNESS
I brought everything together in a small gallery-style installation to wrap up the project. The posters were displayed alongside jars of Simple Berry jam, each labeled with the final branding. Above the jars, cutouts of the animal metaphors from the campaign were suspended to create an immersive display, visualizing how the product might appear on a store shelf, catching attention and tying the whole brand experience together.
