The brief was to create a challenger brand to shake up the preserve category. Beyond launch, our objective is to start a revolution; the current jam and preserve shelf is a competitive arena; our task was to create a fun and vibrant Cham brand, that would clearly shout something new on shelf and reinvigorate the category. This is certainly one for the millennials; chia seeds are hot news within the health industry; this product uses this to its advantage, by carving out a new product niche that has never been sold before. Chia seeds are packed full of goodness, boasting health credentials that will convert even the most discerning foodie into a Cham fanatic.

“We’re promoting freedom from dieting, freedom from boring whilst delivering flavour and passion all in one jar!”

Good old fashioned jam can be seen as boring. Cham will be priced slightly higher too, meaning that we have made sure that Cham is proudly Cham, and confident in it’s proposition.

We know  young, foodie, health conscious purchasers are prolific… we’re talking to them. The mid-twenties, hard working, yoga doing, gym going, expressive type who know exactly what they want and know what’s cool right now. They love showing off their meals on Instagram, even more so if they’re styled beautifully and filtered to perfection. We’re talking to them and building a community. Through the back of pack call to action, we’re asking our Chammers to share their pics and their recipes online.

“Free from chemicals and nasty additives, it’s pure flavour and pure brand personality.”

‘Flavour first’ is the Cham mantra. The packaging is packed full of real fruit and chia seeds, boasting a flavour profile not to be argued with. With this in mind, bold vibrant flavour was expressed through painted brush strokes (real paint too, not digital!) which also creates variation between the flavours on shelf. Natural brush marks reflect the CHAM’s down-to-earth and ‘real’ philosophy. A bold, sassy word mark lets CHAM stand apart from the other ‘boring’ preserves, not afraid to be called ‘The Original’ either – because it’s true!

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Head to the Cham instagram for recipes and cham-spo #wechammin!

Why not check out our similar packaging projects here and here.