Brief 5: Jam Shop

I decided that as one of my final briefs I would like to work collaboratively with an illustrator, to help visualise the rustic nature of the brand I wanted to produce.

In order to show the natural ingredients used in the products sold, I had worked on a list of jam flavours and products to sell and included these in a brief I had set for an illustrator on Visual Communication, Izzy Zubaida, whose work I have seen a lot and, when I set this brief, her style of illustration is what I had in mind.

Below is the brief I set for Izzy, along with the scans of the images she produced accordingly:

Brief 5: Jam Shop Primary Research

My interest in branding a jam shop is based solely on how if I could own and run a shop, it would be one of specialised jams. I plan to go into further detail in terms of what it would sell, obviously jams, but also oils, butters, chutneys and a variety of cooking ingredients.

I decided to settle on a few flavours and gather what my audience would want from this style of shop. I carried out a survey, questioning 28 people on how often they eat/use jam, and if they notice any sort of gap in the market.

The results showed that the majority of people on occasionally consume jam, with most peoples favourites being sweet fruity jams. This could easily be down to the limited selection of jams in supermarkets, especially those students attend, which usually feature a selection of sweet jams, and a small amount of savoury.

I found that I surprising amount of people don't use jam in cooking/baking, and again I believe this is down to the limited options, for example no one is going to put strawberry jam in a stew.

There are some areas that are not in support of my proposed brief, one of which being that 8 people think there is enough variety in jams sold in supermarkets, a further 5 never having noticed, however I think that this may be due to a gap in the market and not being given the option of choosing from a wider variety. If anything, this made me more keen to cater the brand in the direction of having some more obscure options.

Brief 5: Shop

I wrote this brief with an idea in mind of what I wanted to do. Outside of graphic design, my ideal job would be to own/work in a jam shop, primarily selling jams, but also honey's and tea's, potentially allowing for it to be a breakfast spot too.

In light of this my initial research was into the branding of jams and other rustic accompaniments to breakfast foods: