Ji Woo Lim

Bonne Maman Repackage

This project intends to broaden the brand identity to be inclusive and playful through unique design with minimal waste and a clear indication of ingredients. The package is designed to draw the younger generation in their early 20s to 30s who haven’t tried the brand.

“Bonne Maman is a French fruit preservative brand famous for its signature gingham-patterned lid. Like the origin of the brand name “granny,” Bonne Maman pursues family-oriented values: generosity, simplicity, authenticity, and savory. Despite its international popularity, its sales heavily depend on the loyalty of the existing customers. In the product stand where color illustrations and huge printing are trending, Bonne Maman jams with simple labels are unnoticeable, especially when the labels in an old script are less legible. Moreover, Bonne Maman has only two different color lids that are unmatched by the ingredients lowering the accessibility.Because of the heavyweight and the breakable material, the former Bonne Maman package design used vinyl and Styrofoam to protect the jams. Deviating from the old and plain fashion, the artist created a sandwich motif eco-friendly package that evokes the nostalgia of childhood lunchtime. The clean and distinguishing layers of the point of purchase package add the joy of unboxing. In detail, the wrap of the sandwich is a gingham pattern cloth with representative fruit patterns of the jams. That embroidered fruit patterns are embossed to indicate its flavor in touch with the visually impaired or who cannot read English. Furthermore, the Playfair display font replaced the handwritten font to elevate the brand from the past to modern. ”