We began with the label design, and researched label design and typography from that era. The chosen fonts had a slight utilitarian, vintage feel. This was coupled with a poppy pattern in the traditional red and yellow to match the Strawberry Jam and Lemon Curd being used in the campaign.
Taking the vintage look a step further, we looked into newspaper covers from the era. There was a story to tell here, so we felt that this was a novel solution which remained true to the sensitive, but celebratory nature of the campaign.
We requested that the photography should look like a farmhouse kitchen and we were really pleased with the vibrant results. The (Legendary) Lemon Curd was photographed next to the original Lemon Curd recipe, which is something of a heirloom!