The highest pleasure in the best quality. The Schwartau Extra jams have always been a special treat, because they contain only the best fruits, from gentle processing and a very special recipe. To showcase this unique selling proposition on the shelf, we have relaunched the design of Schwartau Extra Marmelade and given it the stage it deserves.
Differentiation through unique stand-out on the shelf
Competitive pressure in the jam category is high. To stand out from the competition, brands therefore need a unique positioning and an outstanding design. Consumer research conducted by the traditional company Schwartau revealed that the current presentation of Schwartau Extra has a deficit in terms of fruitiness and flavor appeal - which are, however, of central importance in this product category.
Maximum enjoyment and an extra portion of variety and freshness
In order to maintain the market leadership of Schwartau Extra, our goal was to make the sharpened positioning of the brand visible through an emotional design language. In addition, fruitiness and taste were to be strengthened.
Start your day with some extra variety and freshness
An emotional design concept was created to verbally emphasise the product benefits of fruitiness and naturalness. The colouring of the background on the label in the respective variety colour underlines the variety and freshness that Schwartau Extra brings with it. The taste appeal was also strengthened by increasing the number of fruits and their size. Category codes and colours were used to create a structure that differentiates the individual product ranges.