Ajá's Jam Jar Branding References Carefully Made Handicrafts
Laura McQuarrie — March 12, 2014 — Lifestyle
References: monograma.co & packagingoftheworld
The Ajá jam jar branding devised by Monograma communicates the story of a Columbian grandmother who developed a booming business from her delicious homemade jams. As well as being very talented at making food, "Mama," as she is known by friends and family, also spends her time on crafts like cross-stitching. This was a huge part of developing the identity for the brand, delivering a subtle message about the care that's put into crafting the jams.
Each of the jam jars features a cross-stitched fruit on its front, making it very clear whether the Ajá jam is a pineapple or strawberry flavor.
The cross-stitch theme is also carried though as an important detail on business cards and other company documents with tiny "X" shapes and dashes, which simulate thread on a page.
Each of the jam jars features a cross-stitched fruit on its front, making it very clear whether the Ajá jam is a pineapple or strawberry flavor.
The cross-stitch theme is also carried though as an important detail on business cards and other company documents with tiny "X" shapes and dashes, which simulate thread on a page.
Trend Themes
1. Handcrafted Packaging - Mama's cross-stitch approach to jam jar branding highlights the trend for handcrafted packaging, creating opportunities for brands to showcase the care and attention put into their products through unique and personalized packaging designs.
2. Storytelling Branding - The Ajá jam jar branding tells the story of Mama's homemade jams and her cross-stitching hobby, reflecting the trend for storytelling branding that connects with consumers on a deeper level and conveys the passion behind the product.
3. Subtle Branding Elements - The use of cross-stitching details on Ajá's business cards and other company documents demonstrates the trend for subtle branding elements that add a unique touch and create memorable brand experiences.
Industry Implications
1. Food and Beverage - The cross-stitch preserve packaging trend offers disruptive innovation opportunities for food and beverage companies to differentiate their products by incorporating handcrafted elements that reflect the artisanal qualities of their offerings.
2. Packaging and Design - The handcrafted packaging trend opens up disruptive innovation opportunities for packaging and design companies to create unique and visually appealing packaging solutions that stand out on the shelves and evoke an emotional connection with consumers.
3. Craft and Art Supplies - The cross-stitch theme in Ajá's branding presents disruptive innovation opportunities for craft and art supply companies to collaborate with food and beverage brands in creating cross-stitch-inspired packaging and design materials that cater to the growing demand for creative and DIY experiences.
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