Pump up the Jam is a series of hand-crafted exotic fruit jams that use bold flavour combinations. The playful aesthetic aims to offer a swift divergence from the minimalist or traditional designs currently found within jam packaging to appeal to millennials.
The unusual flavours being mixed together is thought of in a conceptual way, leading to music culture and compilation mix tapes. Applying this to appeal to the target audience, the visual language of a ‘remix’ of the used ingredients is explored. Representing the brand in a light-hearted way, a song title is applied as the product name to make it easily identifiable to contemporary audiences yet still understood by others. By doing this, it makes a statement and is easily remembered.