Objective:

Bestfood Jam, the leading jam brand in Thailand, has maintained the same packaging design for nearly a decade. However, with the recent influx of imported products in the Thai market and a significant increase in jam consumption during the work-from-home period, the client wants to revitalize the entire character of Bestfood Jam. The goal is to make it competitive against other imported brands and appeal to the evolving consumer preferences.

Solution:

We propose a complete redesign of the original packaging, breathing new life into Bestfood Jam. While retaining the brand logo, the new design will introduce a new character that the jam has never seen before. It will convey a sense of naturalness while incorporating elements of premiumness. The mood and tone of Bestfood Jam will undergo a complete transformation, aligning it with contemporary aesthetics and keeping it up-to-date.

To cater to the current jam trends and lifestyle preferences, the client also launched Bestfood Jam Squeezy to market as well. This new product comes in a convenient tube format, catering to the modern consumer's desire for easy-to-use packaging options.