Client. Pam and Paul McKinlay - Owners of Doolan Country Jams and Chutneys

Problem to Solve.
Pam and Paul already had a well established brand with regular customers as they had built there business up by doing markets. But they wanted to expand their business by getting their product line into retailers/wholesalers.

How we helped them…

Brand Strategy.
We chatted to Pam and Paul about their current customers as we wanted to keep them. Then we delved into the retailer side and really looked at who would be their ideal stockists.

What came first? The logo or the illustration?
99% of the time we start on the logo design as this is the first part of communicating the brand. However, with this project, we felt that the illustration and packaging design was more of a priority to begin with and that the logo would have to work in with the illustration, not the other way round.

Why custom illustration as opposed to purchasing a stock illustration?
As you can see in the graphics below, the process for the illustration work was very time consuming but equally rewarding. They got packaging that no one else has and can be reproduced numerous times without affecting copyright laws. They can trademark if they want to, and now have a product that stands out on the shelf amongst the other brands that we researched.

What else did we do for them?
We then designed a logo that communicated quality and kept it minimal to not compete with the illustration work. We designed business cards, market signage and marketing banners, shelf talkers and social media graphics.

Did we help solve their problem?
Yes we did, the feedback we got from Pam and Paul was that not only did the general public love the new fresh look but they were getting their products into shops that had said no to them before. They went on to win many awards (that part I cannot vouch for, that was all them).