MRS DARLINGTON’S – VE DAY 75 CAMPAIGN

Brief

Mrs Darlington’s wanted to commemorate VE Day 75 with a special limited edition label and mop cap. A donation of 10p per jar sold is going to SSAFA – The Armed Forces Charity.

The Look & Feel

We wanted to create a campaign which drew on Mrs Darlington’s history. Many of the recipes used today date back to the 1940’s and earlier. The limited edition labels would be accompanied by photography, advertising and an email newsletter. Certain core elements of the existing label design needed to be retained, such as the logo and gingham stripe.

The Solution

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!

The Client

The final results are shown here. The jars are all ready to go into stores and we hope they help raise a lot of money for SSAFA.