Danish jam brand, Den Gamle Fabrik, looked to launch a premium jam with alcohol. Targeting a male-oriented clientele, we looked to design a no-nonsense range with clear communication and simple colour navigation. Secondly, the product’s important qualities needed to be shown up-front: it has more percentage fruit and berries than any of the competitors. And it combines finely chosen berries and fruits with distinct types of alcohol in interesting combinations. To target a new segment of jam consumer, the product needed to be significantly different visually from traditional preserves. Colours like clear red and white are dominant on the shelves. To increase stand-out, we designed a round label with distinct colours – such as turquoise, tangerine, violet – to make the product unique not only through its contents but also by its looks. We used the high berry and fruit percentages as a focal point on the labels and bumped up both the size of the berry names and the typeface for the alcohol descriptions. This made for a distinct typographic design with a clear reference to classic alcohol labels. To enhance the sense of premium quality we chose to produce the labels in a rough, uncoated paper stock with a mat finish. The design won bronze at the renowned 2016 Pentawards.