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Jamie Oliver

April 7, 2010 | 22 Comments


Designed by Pearlfisher | Country: United Kingdom

“Pearlfisher has redesigned the complete Jamie Oliver retail masterbrand range creating new identities for both the mainstream and specialist markets. The redesigned product ranges include food, cook and kitchenware, crockery, outdoor entertaining and gifting.
Guy Mottershead Executive Director Fresh Retail Ventures Limited commented, “The range has grown at a phenomenal rate and we needed to update the design in line with this. It’s been great for Jamie himself to be so hands-on with the product and packaging development and for us all to once again work with the team at Pearlfisher to bring the spirit of the brand to life.”

Pearlfisher Creative Director Natalie Chung, said, “The brand captures the character of Jamie Oliver which is real, playful and imaginative and this is reflected in the new ‘Keep it simple’ strapline for the mass retailers and the ‘Get Inspired’ strapline for the department stores and independent cookshops.

The new design reflects the evolution of the brand and the strength and stature of the Jamie Oliver personality with a change to the tone of voice used in pack copy and the introduction of a new brand marque.”




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22 Responses to “Jamie Oliver”

  1. Dori Burchat
    April 7th, 2010 @ 8:44 am

    BORING!! Lost opportunity!

  2. Steve
    April 7th, 2010 @ 8:48 am

    preferred the old packaging if I’m honest.

  3. Elliot Messenger
    April 7th, 2010 @ 9:50 am


  4. angel
    April 7th, 2010 @ 11:38 am

    I love these packaging a lot!!!
    I am graphic designer from Greece.
    Lot’s of congratulations to all οf you! Both Jamie and Pearlfiesher!!!


  5. Alex
    April 7th, 2010 @ 12:15 pm

    Why would they use the same photo for every design? I love the old packaging. This is clean but not as interesting.

  6. Dana
    April 7th, 2010 @ 3:21 pm

    This is not the same series as all the different look range, is it? This is the RETAIL MASTERBRAND.

  7. Neil Martin
    April 7th, 2010 @ 4:46 pm


  8. milktummy
    April 7th, 2010 @ 5:02 pm

    bummer. the old packaging was so playful and fun… this is clean… but soul-less. doesn’t feel like the jamie oliver brand at all.

  9. Isabelle
    April 8th, 2010 @ 6:32 am

    Lost opportunity indeed.
    The same picture everywhere? Seriously?

  10. trimmer
    April 8th, 2010 @ 6:56 am

    Given to the junior was it?? Poor – and like some above comments – ‘what a wasted opportunity’. Surely that’s not the best shot to use of J.Oliver??

  11. sarah
    April 8th, 2010 @ 7:28 am

    not sure it portrays “real, playful and imaginative’


  12. Onedinkenedi
    April 8th, 2010 @ 2:48 pm

    It’d really give me a headache if Jamie’s (half-good) portray stared me in my eyes every time i wanted to cook something. It’s really saddening though. If they wanted to be minimalist, they could have gone with only text, making his name (Jamie Oliver) the unifying link between different products.

    Jamie’s power is in his playfulness and creativity, not his blank boredom.

  13. Larry
    April 9th, 2010 @ 11:32 am

    The Photo is lame. It’s like a bad mall portrait, the only thing missing is Jesus in the upper-left corner.

    Jamie Oliver is a fairly dynamic character, and here, he comes off like a daydreaming simpleton.

  14. Simon
    April 13th, 2010 @ 3:03 am

    Oh dear, how the mighty can fall!

  15. Carol Mendes
    April 14th, 2010 @ 7:10 am

    I’m a student of design products in Brazil. the packing match exactly with the proposed theme “keep it simple.” it’s brilliant the way the Pearlfisher can develop a design that draws without making any effort. simply brilliant

  16. Nanita
    April 19th, 2010 @ 6:39 pm

    Wow. I see he combed his hair for the shoot.

    Really, I have to agree with the other commenters. Yes, he’s getting mug recognition due to the Food Revolution show, but that’s not necessarily a good enough reason to paste his face on every product!

  17. Barren Wuffet
    April 24th, 2010 @ 9:53 am

    Why is Jamie O. eating bowl of cereals? I don’t get it.

    He puts salt on his müslie and yoghurt? If so, that’s seriosly f’ckd up, and also not very healthy.

  18. Derive
    April 27th, 2010 @ 12:07 am

    Not really anything to break the mold is it. Infact its a pretty standard execution with the added horroer of Jamie’s mug shot on it. Not great!

  19. Leah
    May 18th, 2010 @ 11:11 am

    Should be called ‘Jamie Oliveoil’.

  20. pigswill
    June 30th, 2010 @ 8:16 am

    Bad same old celebrate design stuff slap a b/w photo on it seen it hundreds of times before…

  21. Yumi
    September 3rd, 2010 @ 5:29 am

    The appearance of the package is important as the product that contains it.
    Great design!

  22. Anna
    August 4th, 2011 @ 8:23 am

    Should have used different pics of Jamie for every category of product. Would at least be as dynamic as the man himself. Or they could have omitted his image from the label as a second option. His name would surely speak for the brand. This is clean and simple, but quite off.

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