Bonne Maman
Bonne Maman markets itself on emphasizing its brand name — an affectionate nickname for grandmothers in French.
The primary objective for this redesign was to deliver an image of organic, hand-made fruit preserves that are made with the same care, love, and craftsmanship as one’s loving grandmother. The brand also markets itself in having the unique French identity compared to other fruit preserve brands.
Type of work — Rebranding, Photography
Date — October 2020
Duration — 2 weeks
School project
Brand Introduction
In 1971, Bonne Maman was founded by Jean Gervoson in Biars-sur-Cere, France. Bonne Maman consistently markets itself as a comforting and welcoming presence with genuine high quality products and natural ingredients. It embodies the qualities of a knowledgeable, gentle grandmother and her familiar and reliable tasting foods.
The brand places particular importance in the organic quality of the jams. Having only four ingredients making up the contents of the jams, more than half of which comes from natural fruits.
Target Demographic
Age range: Adults to Seniors (30s-70s)
Job range: Blue and white collar jobs
Wealth range: Middle class
Ethnicity range: People who are of European descent, who have European family members
image from Flickr
Current Design
Weaknesses of the package
- Cursive writing is illegible for those who can’t read cursive
- Embossed logo on the jar when the logo is already shown on the label
Strengths of the package
- Clearly communicates an old-fashioned and hand-made feel
- Unique shape of the jam jar: very angular compared to the conventional smooth round jar
- Packaging aesthetic shows that the brand knows it’s target demographic
image from Pinterest
The Solution
I decided to keep the cursive typeface as it's one of the most recognizable features of the brand, however, the choice of more legible typeface has been chosen instead of keeping the originals.
Apart from the typeface, Art Nouveau inspired illustrations are also included for those who can't read the text.
The shape of the label is modified to deliver flourish that unites with overall Art Nouveau qualities.
Last but not least, as this product is specifically designed for Canadian market, I wanted to use both English and French for the product name and description to deliver the recognition and respect to the Canadian heritage and multicultural identity.
