Behind the Design: Sweet Simplicity in Jam Packaging Design

For more than a decade, Bonnie’s Jams had been using a label that the owner Bonnie Shershow created herself. It had served the company well, appealing to the look and feel of artisan French jams.

When it came time for a refresh, though, Shershow turned to Louise Fili, who specializes in food and restaurant design.

Because Bonnie’s Jams already had a loyal following, it was important to Fili to bring more refinement to the labels without losing the tried-and-true aesthetics that set them apart from the competition. This meant keeping the black-and-white label and using a typographic approach, but reinterpreting the typography to create an updated look.

Fili researched alphabets and handwriting samples from the 1930s to create a font expressly for these labels that accentuates the handcrafted nature of the jams themselves.

Project: Bonnie’s Jams Packaging
Firm: Louise Fili Ltd., New York City;
Client: Bonnie’s Jams
Creative team: Louise Fili, art director/designer; John Passafiume, designer

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