Celebrity product packaging

Essex-born chef, Jamie Oliver, has built a global empire on the strength of his name as a professional chef, campaigner and TV personality.

With the help of brand and design agency, Hornall Anderson, Jamie Oliver’s in-house team have created a new visual identity for a range of food products and kitchenware.

Jamie Oliver’s own personal brand as a famous figure is key to the products and restaurants he owns. His name and image feature heavily on all of his branded products and the overall feel has to reflect the public image he has carefully and successfully curated over the years. Kerri Palmer, head of brand licensing food at Jamie Oliver, says, “We wanted Jamie’s passion and personality to resonate on every product.”

The new identity had to be diverse enough to work across 1000s of products, in multiple countries and in supermarkets, outlets and department stores, while maintaining a unique and ownable design.

The Jamie Oliver products have been organised into three separate price points labelled, ‘good’, ‘better’ and ‘best’, with the intention of encouraging more people into cooking. The Jamie Oliver brand is clearly communicated across each level.

Gareth Ball, senior design director at Hornall Anderson, says, “It was a very exciting challenge. It has been a great experience to work for such a lovely bunch of people at such a talented organisation. I feel very proud of the work we have helped to co-create.”