Jamie Oliver

📋 1 Guidelines

🔗 Connections

Sector

Food Consumer goods Restaurant Publishing

Region

United kingdom

Guideline Year

2015

Language

English

Tags

Food beverage

Official Websites

Brand Guidelines

2015

Brand Summary

Mission
  • To make cooking easy, accessible, and enjoyable for everyone, reflecting Jamie Oliver’s passion for sharing knowledge and inspiring healthy living [^1].
Core Values
  • simplicity
  • ease
  • practicality
  • inclusivity
  • inspiration
  • energy
  • creativity
  • honesty
  • integrity
  • generosity
  • quality
  • value
Target Audience
  • Universal and inclusive, aimed at anyone who wants to cook, from everyday home cooks to those seeking premium kitchenware, with a focus on accessibility and inspiration [^2].
Personality Traits
  • honest
  • challenging
  • passionate
  • inspiring
  • approachable
  • fun
  • direct
  • open-minded
  • genuine
Visual Identity Overview
  • The brand visual identity is unmistakably Jamie, featuring bold, clean, and simple designs with strong, ownable elements. It uses vibrant and complementary color palettes, classic and legible typography, and consistent logo usage. Photography is monochrome with color washes, and layouts are balanced and proportionate, emphasizing clarity and straightforwardness [^3].

Categories

Brand Voice
  • Our tone of voice is purposeful passion. It is about bringing meaning and credibility to all that we say. It helps us make sure that our words are not only filled with Jamie’s easy warmth, but also have a resounding reason to be there. Copy should always be a balance between purpose and passion, sharing knowledge and opinions in a truly engaging way that resonates with all people. We achieve this by using straight-talking and energetic language. Straight-talking Direct, honest, natural, informal, trusted language. Impart knowledge and expertise with others in a generous and easy, yet confident way. Use genuine and accessible words to explain product benefits. Energetic Punchy, inspiring descriptions that are full of Jamie’s trademark passion and fun. Use fresh language peppered with playful words to instill enthusiasm and love for good food and good life.
  • The tone shifts slightly between Mass and Premium: in Mass, there is more freedom to be playful and fun because the products are everyday and simple, so play up the energetic tone. Whereas in the Premium Ranges the playful tone should be much subtler and the emphasis should be on straight-talking language to reflect the quality.
    • This is the brand tone of voice and not instructions for writing copy in Jamie Oliver’s own voice. Any requests for copy from Jamie should be directed to your Licensing Manager.
  • The tone shifts slightly between Mass and Premium: in Mass, there is more freedom to be playful and fun because the products are everyday and simple, so play up the energetic tone. Whereas in the Premium Range the playful tone should be much subtler and the emphasis should be on straight-talking language to reflect the quality.
Brand Imagery
  • Jamie Oliver the man is fundamental to our brand. Our identity is therefore a true reflection of Jamie, creating an iconic brand that captures the essence of who he is and what he stands for now and in the future. The things that are important to Jamie are in tum important to us:
  • Every Product Range should be designed to be “Unmistakably Jamie”, creating a look that is strong and ownable. The identity feels familiar, timeless, expressive and inspirational, with the potential to evolve over time. While the identity has strong design elements that bring all the products together to create one distinctive brand, the application of these elements allows for differentiation between Product Ranges and the Mass and Premium tiers.
  • Jamie’s image appears on all products and on all branded communications.
  • Different Product Categories use different images to reflect his connection to the specific category and the tier.
  • Always use image in monochrome with a background colour wash
  • Never cover with copy
  • Never use in colour
  • Never force the image into the given space -leave an area of blank space round the image
  • Never use simply as black and white image
  • Never position the image around a corner
  • Never position anywhere other than bottom right
  • When the product is hidden, a simple, clean product shot is used on non-food front of pack
  • Show the product in a clear and simple way without props or dressing on a neutral background. Shoot front-on with simple lighting and clean lines. An angled shot is allowed if a better communication of the product benefits are achieved (eg. Tefal Thermo-spot on Cookware).
  • Please note all photography must be approved by your Licensing Manager prior to artwork.
  • Food photography is not part of the Mass design identity. An exception to this rule is when an image is needed to help instruct the use or application of the product. This has to be approved by the Licensing Manager on a case by case basis. The image can only be placed on the back of pack.
  • The Jamie Oliver Food Team should be engaged for all food photography to help style and prop the shoot. Listed below are key considerations when commissioning new photography. Please contact your Licensing Manager for further details.
  • If new photography is required, the Food Team should be engaged to help select the photographer, style and prop the shoot.
  • As much notice as possible should be given, and in any event no less than six weeks if the Food Team are required for the proposed shoot.
  • Creative briefs and requests for the Food Team should be addressed to the Food Team Programme Manager (please contact your Licensing Manager for information & contact details).
  • All photography terms, including terms for the use of the photographs, should be handled by the Licensee.
  • Please be aware that Jamie will expect all shoots to use natural light and freshly cooked food.
  • Use the relevant Jamie image for the Product Category (See page 21 for photography details) ensuring the high-res greyscale image is used.
  • It should sit on the right-hand side of the pack with consistent cropping maintained where possible (See page 22 for photography dos and don’ts).
  • Please note that two different Jamie image files are used when being applied to either Pantone colour. Please see below for details.
  • Jamie the chef
  • Premium packaging uses inspirational compositions of the product on the back of pack
  • This should be a lifestyle image showing how the product will be used, shot on a neutral background with plenty of negative space for text.
  • The idea is to create an evocative mood and simple, uncluttered style that appeals to everyone.
  • These shots should set the scene, showing the potential and benefits of the product with a choice of one or two considered props (eg. bread for knife block, napkin and plate for cutlery).
  • The image should be shot at an appropriate angle: this will generally be front on with some perspective, but in certain circumstances, may require an overhead shot.
  • To create texture and interest the shot should show depth of field -the product and prop should be clear and sharp while the focus fades towards the background.
  • All images should be shot on a neutral background to fit with the Chalk White (Pantone 9043 C) pack colour or where necessary on a darker background to match the Dolphin Grey (Pantone 424 C) packs.
  • It is important not to overcomplicate the shot by including any kind of room set or unnecessary surfaces. If required these should be clean, simple and blend with the background colour. Please note that if the shot contains food the Jamie Oliver Food Team must be engaged (See Photography: Food section on page 69 for further details).
  • Food can be used in the non-food back of pack photography. It can also be used to help instruct the use or application of the product if needed, however this has to be approved by the Licensing Manager on a case by case basis. All food images can only be placed on the back of pack.
  • NB: All images that include food must have guidance from the Jamie Oliver Food Team. Please contact the Licensing Manager for details.
Color Palette
  • The Mass colour palette consists of 32 warm, fun and vibrant colours that have been grouped into 2 distinct areas: Mass and Outdoor. Within each area there is a flexibility and freedom to choose which colours to give each product.
  • Mass products are made up of a warm colourful palette that is both complementary and contrasting.
  • Colour is a key element of this design, therefore it is important that Pantone colours are used to print the designs rather than CMYK. Pantone colours will provide the maximum amount of consistency across the Product Range. In instances where this is not possible we have created optimised CMYK values that are shown on page 18. In the instance that a suitable colour does not exist for a Mass Food product, please contact your Licensing Manager.
  • These colours have CMYK values that differ from the standard CMYK breakdown. They have been optimised to provide an improved result, please use these values. Colour target remains the Pantone colour.
  • For Outdoor products, bright fresh colours have been chosen to reflect the sky and grass patterns used throughout this range.
  • These colours make up the Mass core palette and should be used for all general communications such as POS, trade shows, exhibitions, advertising, marketing tools etc. (See Off-pack & POS section on page 101).
  • There is a wide range of Pantones to allow for new product development, all new product colours should come from the relevant area within the palette and should be approved with your Licensing Manager prior to artwork. In the instance that a suitable colour does not exist for a Mass Food product, please contact your Licensing Manager.
  • Food colours should be chosen to reflect the taste values of the product and to compliment the other flavour variants.
  • The Indoor colour palette includes fresh, confident colours that are rich and complement each other.
  • The Outdoor colour palette has been selected to represent the fun and vibrancy of outdoor eating.
  • The green should always be accompanied by grass imagery, and blue by sky.
  • There are no rules regarding the use of grass or sky imagery for Outdoor products, except when the image area is larger than 250mm the sky imagery should always be used.
  • The Cookware colour palette has been selected to create standout and easy identification.
  • Colours have been selected for standout and easy identification.
  • Pantone 4975 C This colour is to be used exclusively for all lids and SRPs
  • Full of flavour and highlighting the key ingredients in each product, these rich colours are chosen for their taste values and to complement the other flavour variants.
  • Fresh, confident colours that are rich and complement the other products in the Indoor category.
  • Grass and clouded sky are used as patterns to highlight the product usage, so a vibrant green and blue are used respectively to complement these.
  • The accent colour used on the tagline should also be applied to the Product Name on front and side of pack. There is a choice of neutral background colours.
  • The Premium colour palette consists of 2 sophisticated monochrome colours and 1 metallic colour. There is a flexibility and freedom to choose which colours to use for each product.
  • To add personality to Premium packs, an accent colour should be used for both the strap line “Get Inspired” and Product Name. This colour should be taken from the Mass colour palette and where possible be relevant to the product.
  • Metallic Pantone 877 C should only be used for the Jamie Olive logo.
  • Please ensure that sufficient standout is maintained when choosing accent colours of Pantone 424 C. A tint of the chosen colour may provide the desired level of standout (e.g. TEFAL artwork).
  • These colours make up the core Premium palette and should be used for all general communications for Premium products such as POS, trade shows, exhibitions, advertising, marketing tools etc (See Off-pack & POS section on page 102).
  • All new product colours should come from the palette and should be approved with your Licensing Manager prior to artwork.
  • Pantones for Premium Household: PANTONE 9043 C CHALKY WHITE, DOLPHIN GREY, LOGO ONLY
  • Pantones for Premium Cookware & Electrical: PANTONE 9043 C CHALKY WHITE, DOLPHIN GREY, LOGO ONLY
  • Pantones for Premium Preparation: PANTONE 9043 C CHALKY WHITE, DOLPHIN GREY, LOGO ONLY
  • For Gifting, a neutral Pantone has been selected to cover all gifts with four bright Pantones selected from the Mass palette to be used as accent colours or where relevant for tags and ribbons.
  • Where a ribbon or tag is used to dress the product, one or a combination of the four accent colours must be used.
  • If a ribbon or tag is not used one of the accent colours must be used on pack to add vibrancy. The colour should be positioned on a maximum of 2 facings excluding front or back of pack.
  • Any of the below colours can be used as background colours. If a product visual is on the design we recommend the background Pantone 7528 C be used to avoid any clashing of colours.
  • Logo can appear in a brand colour if being used on a white background otherwise it must always be white.
Typography
  • The Product Name should appear in Futura Std Bold Uppercase. This sans serif font has been chosen for its clarity, legibility and classic appeal.
  • The Front Product Descriptor copy should appear in ITC Century Std Lowercase. This serif font has been chosen for its simple style and clarity even in smaller point sizes.
  • The back of pack copy should appear in Futura Std. This sans serif font has been chosen for its simple style and clarity even in smaller point sizes.
  • All fonts are OpenType from the Adobe Font Folio 11. (www.adobe.com/uk/products/fontfolio)
  • Type should be in proportion to the logo and appropriately-sized for the pack size. (See page 29-33 for typography specifications.)
  • Below is an example of the typographic lock-up for Mass. This should be used as a guide to help create future artworks.
  • Same font size on both Product Name and Front Product Descriptor.
  • Same leading* on both Product Name and Front Product Descriptor, except on the last line(s). The last line(s) are 90% of the distance between the Product Name and first line of the Front Product Descriptor, please ensure this is altered by changing the leading* on these specified lines.
  • All type sizes displayed in this example are for reference in regards to each another. They are not actual sizes of typography.
  • Leading is the space between lines of type. It is generally measured from baseline to baseline and expressed in points.
  • This page is a size guide for layout and typography on front of packs. It is intended to be used as a reference when sizing the logo, type or image on any given size. The sizes displayed here are approximate dimensions for small, medium and large pack sizes. Appropriate scaling will always need to happen on front of pack areas when creating artworks, but the examples shown below should give a good starting point for further artwork creation.
  • Never allow the type to become too big on the pack
  • Ensure the copy always sits under the logo and not at the bottom of pack.
  • This page shows how to size and space any Product Name translations that might be required on the front of pack. Never translate the Front Product Descriptor.
  • Never translate the typographic lockup in exact style as non-multilingual lockup.
  • Never place translations in between Product Name and stapline.
  • Never centre the logo on the front of pack, unless it is used within a minimal space. Always range Product Name and Front Product Descriptor to the left, aligned with the O of the logo. If Product Name and Front Product Descriptor doesn’t fit following this rule, range type further to the left.
  • This page shows how to layout the back of pack for Mass. A landscape and portrait version has been included to show how the design should be used within these average pack sizes. Please note that only a mixture of Futura cases are used on the back of pack. All copy apart from the Jamie logo is black.
  • The ‘scan me tiger’ line should sit directly above or below the barcode. If room is tight and the barcode is in ladder format, Please run scan me tiger horizontally on the top or bottom of the barcode.
  • Please note that only a mixture of Futura cases is used on the back of pack. All copy apart from the Jamie logo is black.
  • All back of pack copy in Futura Std Medium
  • FUTURA Std -BOLD SIZE: 8.5PT -TILE ALWAYS 1 PT SIZE BIGGERTHANTHEMAINTITlE DESCRIPTION -except where specifi ed.
  • All back of pack copy has Tracking*: 0
  • LONG BACK PRODUCT DESCRIPTION: FUTURA Std -BOLD -except where specifi ed. Try liberally coating your chicken or fish with the SIZE: 7.SPT Herb Crust before cooking in the oven or sprinkle LEADING: 9PT Long Back Product De scriptor in upper and lower case.
  • Key words picked o ut in UPPERCASE.
  • Hints & Tips: A little goes a long way. Flow copy on the sam e line as the section title where appropiate.
  • All section titles are Fu tura Std Heavy.
  • All font sizes are 0.5 P t larger than section body copy.
  • All section titles have Tracking*: 20.
  • Weight is always Futu ra Medium Condensed.
  • Once opened, make sure you put the lid firmly back on to keep the product air tight.
  • Tracking refers to the amount of space between a group of letters to affect density in a line or block of text.
  • At this size all type is 5pt in Futura Std Medium Condensed
  • All Jars to follow this position for GDA.
  • The Product Name should appear in Berhold Walbaum Book (medium small caps and oldstyle figures). This serif font has been chosen for its elegant, timeless look and feel.
  • The Front Product Descriptor and back of pack copy should appear in Berhold Walbaum Book (medium) for a harmonious relationship with the Product Name.
  • The mandatory information such as licensee contact details should appear in Futura Std the same as Mass. This sans serif font has been chosen for its simple style and clarity even in smaller mpoint sizes.
  • All fonts are from the Adobe Font Folio 11. (www.adobe.com/uk/products/fontfolio)
  • BERTHOLD WALBAUM BOOK -MEDIUM SMALL CAPS & OLDSTYLE FIGURES SIZE: 13PT LEADING: 13PT
  • BERTHOLD WALBAUM BOOK -MEDIUM SIZE: 7.8PT LEADING: 13PT
  • The size of the Front Product Descriptor is 60% of the the Product Name.
  • The distance between the Product Name and Front Product Descriptor is 100% of the distance between the first two lines of Product Name. Make sure that the leading* on these specified lines match.
  • Font size is 80% of the Back Product Descriptor font size. 100% ·effortless style you can’t beat this white porcelain set that contains Leading* is 135% of Long Back Product Descriptor font size.
  • Font size is 75% of the Back Product Descriptor font size. Leading* is 135% of the Jamie Quote font size.
  • All mandatory copy is 100% Black
  • Leading is the space between lines of type.
Logo Usage
  • The logo is made up of Jamie’s name with a strapline lockup, Keep It Simple, to clarify the difference between the Mass and Premium Ranges and the benefits that Jamie brings to the consumer at each price point. The below logo must always be used*.
    • The exceptions are Personality-Driven Products, Gifting, smaller products and moulds which all use a plain logo without the strapline (See relevant Product Category section or Trademarks section on page 55 and page 103 for further details).
  • As a rough guide, always leave a suitable area amount of clear space around the logo (See individual artworks for guidance).
  • Never change the font of the logo.
  • Never stretch or squash the letters, vertically or horizontally.
  • Never change the spacing between the letters.
  • Never change the strapline in the centre, or play with its relation to the name.
  • Never lean to the left or right.
  • Do not adjust the colour of the logo, always use white except on Off-pack & POS (See Off-pack & POS section page 101).
  • It will sometimes be necessary to increase and decrease the logo size depending on the print area. Always keep it in proportion. Always ensure that the central strapline is legible. If the logo goes below 34mm the strapline can be removed.
  • Logo White Strapline: “Keep It Simple”. Should never curve around the pack. Logo should ideally be placed left and only placed centre if this is not possible.
  • Logo: Always clearly displayed at the top of the front of pack to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop.
  • Logo should ideally be placed left and only placed centre if this is not possible.
  • Logo: The logo is always clearly displayed at the top of the print area to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop. Logo should ideally be placed left and only placed centre if this is not possible.
  • Logo: The logo is always clearly displayed at the top of the print area to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop. The logo of the licensee should sit beneath the brand logo, lining up with the logo and Front Product Descriptor where possible. Only approved licensee logos can be used on packaging.
  • Logo: The logo is always clearly displayed at the top of the print area to the left-hand side with the “Get Inspired” strapline in an accent colour reflecting the product. It always appears in metallic silver on a Chalky White or Dolphin Grey backdrop.
  • Logo: the logo is always clearly displayed at the top of the print area to the left-hand side with the “Get Inspired” strapline in an accent colour reflecting the product. It always appears in metallic silver on a Chalky White or Dolphin Grey backdrop. The logo of the licensee should sit beneath the brand logo, lining up with the logo and to the left of the Front Product Descriptor. Only approved licensee logos can be used on packaging.
  • Logo: The logo is always clearly displayed at the top of the print area to the left, no strapline. It always appears in white on a coloured backdrop. The logo should ideally be positioned on the left of the print area and not centred as per the other category rules.
  • All packaging must state on the back of pack “Jamie Oliver is a registered trademark”. If the size of the product does not allow enough space on the back of pack then you must use the below Jamie Oliver Logo on the front of pack as per the Logo guidelines (please note the logo cannot include either strapline due to them not being registered). Products: All product moulds should use the below Jamie Oliver Logo. If the size of the product does not allow for the symbol to be clearly legible you can remove the symbol. This has to be approved on a case by case basis by the Licensing Manager.
Tone And Messaging
  • Our tone of voice is purposeful passion. It is about bringing meaning and credibility to all that we say. It helps us make sure that our words are not only filled with Jamie’s easy warmth, but also have a resounding reason to be there. Copy should always be a balance between purpose and passion, sharing knowledge and opinions in a truly engaging way that resonates with all people. We achieve this by using straight-talking and energetic language. Straight-talking Direct, honest, natural, informal, trusted language. Impart knowledge and expertise with others in a generous and easy, yet confident way. Use genuine and accessible words to explain product benefits. Energetic Punchy, inspiring descriptions that are full of Jamie’s trademark passion and fun. Use fresh language peppered with playful words to instill enthusiasm and love for good food and good life.
  • The tone shifts slightly between Mass and Premium: in Mass, there is more freedom to be playful and fun because the products are everyday and simple, so play up the energetic tone. Whereas in the Premium Ranges the playful tone should be much subtler and the emphasis should be on straight-talking language to reflect the quality.
    • This is the brand tone of voice and not instructions for writing copy in Jamie Oliver’s own voice. Any requests for copy from Jamie should be directed to your Licensing Manager.
  • Copy Tone: Purposeful passion, dialling up energetic voice.
  • Copy Content: Taste, authenicity & quality. For Recipe-led Products the Front Product Descriptor should focus on taste of product, while -where possible -the Front Product Descriptor on Ingredient-led Products should be an endorsement from Jamie explaining why he chose the product or its provenance. Back of pack should focus on bringing out the flavours and any points of difference, while the tip from Jamie should be created by the Food Team and give an idea of usage.
  • Copy Hierarchy -Front of Pack: Straight Product Name + Front Product Descriptor (See Mass Naming section on page 12).
  • Copy Hierarchy -Back of Pack: Straight Product Name + Long Back Product Descriptor + Hints & Tips (See Mass Naming section on page 12).
  • Copy Content: The most interesting, consumer-friendly points about its use, benefit or design -make sure that it is something that Jamie would feel comfortable talking about.
  • Copy Hierarchy -Back of Pack: Straight Product Name + Long Back Product Descriptor (See Mass Naming section on page 12).
  • Copy Tone: purposeful passion, dialling up energetic voice.
  • Copy Content: the most interesting, consumer-friendly points about its use, benefit or design -make sure that it is something that Jamie would feel comfortable talking about.
  • Copy Content: The most interesting, consumer-friendly points about its performance and function -make sure that it is something that Jamie would feel comfortable talking about.
  • Copy Content: The Long Back Product Descriptor should include the most interesting, consumer-friendly points about its use, benefit or design. Make sure that it is something that Jamie would feel comfortable talking about.
  • Copy Hierarchy -Front of Pack: Straight Product Name + Front Descriptor. (See Mass Naming section on page 12)
  • The tone shifts slightly between Mass and Premium: in Mass, there is more freedom to be playful and fun because the products are everyday and simple, so play up the energetic tone. Whereas in the Premium Range the playful tone should be much subtler and the emphasis should be on straight-talking language to reflect the quality.
  • Copy Tone: Purposeful passion, dialing up straight-forward voice.
  • Copy Content: The most interesting, consumer-friendly points about its use, benefit or design -make sure that it is something that Jamie would feel comfortable talking about. Long Back Product Descriptor should be more detailed and functional while the Jamie Quote should focus on a specific reason for buying from Jamie.
  • Copy Hierarchy -Front of Pack: Creative Name + Front Product Descriptor (See Premium Naming section on page 58).
  • Copy Hierarchy -Back of Pack: Creative Name + Back Product Descriptor + Long Back Product Descriptor + Jamie Quote (See Premium Naming section on page 58).
  • Copy Content: The most interesting, consumer-friendly points about its performance & function -make sure that it is something that Jamie would feel comfortable talking about. Long Back Product Descriptor should be more detailed and functional while the Jamie quote should focus on a specific reason for buying from Jamie.
Brand Values
  • Jamie Oliver the man is fundamental to our brand. Our identity is therefore a true reflection of Jamie, creating an iconic brand that captures the essence of who he is and what he stands for now and in the future. The things that are important to Jamie are in tum important to us:
  • Jamie is known for his warm personality, strong beliefs and enthusiasm for sharing knowledge. Below are the things that are important to him and which are therefore reflected in our brand’s identity.
  • Personality: honest & challenging -being direct, open-minded and genuine in all we do
  • Values: sharing -teaching people and learning from others
  • Values: integrity -being authentic and living to our principles
  • Personality: passionate & inspiring -true excitement and love for food and healthy living
  • Values: practicality -keeping things simple, using common sense
  • Personality: approachable & fun -unpretentious, accessible and playful, encouraging everyone to have a go
  • Values: generosity -going the extra mile
  • Personality: quality & value -always doing better
Visual Style
  • The image should feature a bold, turquoise background with the name ‘Jamie Oliver’ prominently displayed in large, white, serif font centrally positioned. The text should be arranged with ‘Jamie’ on the top line and ‘Oliver’ directly below it, both words aligned to the left. The font style should be classic and easily readable, with ample spacing between the letters to ensure clarity. The overall design should be simple and clean, emphasizing the name with no additional graphics, textures, or decorative elements, creating a striking and straightforward visual impact.
  • Never change the font of the logo.
  • Never stretch or squash the letters, vertically or horizontally.
  • Never change the spacing between the letters.
  • Never change the strapline in the centre, or play with its relation to the name.
  • Never lean to the left or right.
  • Do not adjust the colour of the logo, always use white except on Off-pack & POS (See Off-pack & POS section page 101).
  • Always keep it in proportion. Always ensure that the central strapline is legible. If the logo goes below 34mm the strapline can be removed.
  • As a rough guide, always leave a suitable area amount of clear space around the logo (See individual artworks for guidance).
  • Colour is a key element of this design, therefore it is important that Pantone colours are used to print the designs rather than CMYK. Pantone colours will provide the maximum amount of consistency across the Product Range. In instances where this is not possible we have created optimised CMYK values that are shown on page 18.
  • For Outdoor products, bright fresh colours have been chosen to reflect the sky and grass patterns used throughout this range.
  • These colours make up the Mass core palette and should be used for all general communications such as POS, trade shows, exhibitions, advertising, marketing tools etc. (See Off-pack & POS section on page 101).
  • All fonts are OpenType from the Adobe Font Folio 11. (www.adobe.com/uk/products/fontfolio)
  • All elements of the pack should be balanced and in proportion to one another.
  • Logo should ideally be placed left and only placed centre if this is not possible.
  • Type should be in proportion to the logo and appropriately-sized for the pack size. (See page 29-33 for typography specifications.)
  • Photography: Use the relevant Jamie image for the Product Category (See page 21 for photography details) ensuring the high-res greyscale image is used.
  • Colour: Please refer to relevant Product Category page for use of colour.
  • Same font size on both Product Name and Front Product Descriptor.
  • Same leading* on both Product Name and Front Product Descriptor, except on the last line(s). The last line(s) are 90% of the distance between the Product Name and first line of the Front Product Descriptor, please ensure this is altered by changing the leading* on these specified lines.
  • Never allow the image to become too big.
  • Never allow the type to become too big on the pack.
  • Ensure the copy always sits under the logo and not at the bottom of pack.
  • Never translate the Front Product Descriptor.
  • Never translate the typographic lockup in exact style as non-multilingual lockup.
  • Never place translations in between Product Name and stapline.
  • Never centre the logo on the front of pack, unless it is used within a minimal space. Always range Product Name and Front Product Descriptor to the left, aligned with the O of the logo. If Product Name and Front Product Descriptor doesn’t fit following this rule, range type further to the left.
  • Logo: Always clearly displayed at the top of the front of pack to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop.
  • Image: Jamie enjoying food. The shot is natural and relaxed, with Jamie looking away from the camera and wearing casual clothing.
  • Colour Palette: Full of flavour and highlighting the key ingredients in each product, these rich colours are chosen for their taste values and to complement the other flavour variants.
  • Food colours should be chosen to reflect the taste values of the product and to compliment the other flavour variants.
  • Logo: The logo is always clearly displayed at the top of the print area to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop. Logo should ideally be placed left and only placed centre if this is not possible.
  • Image: Jamie at home. The shot is natural and relaxed, with Jamie looking directly at the camera and wearing casual clothing.
  • Product Photography: A simple product shot on front of pack.
  • Colour Palette: Fresh, confident colours that are rich and complement the other products in the Indoor category.
  • The Indoor colour palette includes fresh, confident colours that are rich and complement each other.
  • Image: Jamie outdoors. The shot is natural and relaxed, with Jamie looking directly at the camera and wearing casual clothing.
  • Product Photography: Where space allows, a simple product shot on front of pack.
  • Colour Palette: Grass and clouded sky are used as patterns to highlight the product usage, so a vibrant green and blue are used respectively to complement these.
  • Pattern Application: this should only be used as a secondary layer -on the background, back of tags or sides of pack.
  • The Outdoor colour palette has been selected to represent the fun and vibrancy of outdoor eating.
  • The green should always be accompanied by grass imagery, and blue by sky.
  • There are no rules regarding the use of grass or sky imagery for Outdoor products, except when the image area is larger than 250mm the sky imagery should always be used.
  • Logo: The logo is always clearly displayed at the top of the print area to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop. The logo of the licensee should sit beneath the brand logo, lining up with the logo and Front Product Descriptor where possible. Only approved licensee logos can be used on packaging.
  • Image: Jamie in the kitchen. The shot is natural and relaxed, with Jamie looking directly at the camera and wearing casual clothing.
  • Product Photography: Where product is hidden, a simple product shot on front of pack.
  • Colour Palette: Six colours to choose from for standout and easy identification. The palette has been chosen to reflect the cookware material and provide simple differentiation between these materials.
  • The Cookware colour palette has been selected to create standout and easy identification.
  • Product Photography: where product is hidden, a simple product shot on front of pack.
  • Colour Palette: Colours have been selected for standout and easy identification.
  • The Preparation colour palette has been selected to create standout and easy identification.
  • Image: Jamie the chef. The shot is authoritative, yet still friendly, with Jamie standing side on, looking directly at the camera and wearing a smart t-shirt.
  • Product Photography: When the product is hidden, include a clean, simple, front-on image of the product. On back of pack use an image that shows the product in use or surrounded by items connected to its use. It should be clean, contemporary and shot on a white background.
  • Colour Palette: The accent colour used on the tagline should also be applied to the Product Name on front and side of pack. There is a choice of neutral background colours.
Layout And Composition
  • All elements of the pack should be balanced and in proportion to one another.
  • Logo should ideally be placed left and only placed centre if this is not possible.
  • Type should be in proportion to the logo and appropriately-sized for the pack size. (See page 29-33 for typography specifications.)
  • Photography: Use the relevant Jamie image for the Product Category (See page 21 for photography details) ensuring the high-res greyscale image is used.
  • It should sit on the right-hand side of the pack with consistent cropping maintained where possible (See page 22 for photography dos and don’ts).
  • Please refer to relevant Product Category page for use of colour.
  • Same font size on both Product Name and Front Product Descriptor.
  • Same leading* on both Product Name and Front Product Descriptor, except on the last line(s). The last line(s) are 90% of the distance between the Product Name and first line of the Front Product Descriptor, please ensure this is altered by changing the leading* on these specified lines.
  • All type sizes displayed in this example are for reference in regards to each another. They are not actual sizes of typography.
  • Leading is the space between lines of type. It is generally measured from baseline to baseline and expressed in points.
  • This page is a size guide for layout and typography on front of packs. It is intended to be used as a reference when sizing the logo, type or image on any given size. The sizes displayed here are approximate dimensions for small, medium and large pack sizes. Appropriate scaling will always need to happen on front of pack areas when creating artworks, but the examples shown below should give a good starting point for further artwork creation.
  • Ensure the size of the image is not too small on pack.
  • Never allow the image to become too big.
  • Never allow the type to become too big on the pack.
  • Ensure the copy always sits under the logo and not at the bottom of pack.
  • This page shows how to size and space any Product Name translations that might be required on the front of pack. Never translate the Front Product Descriptor.
  • Ensure Product Name translations are not the same size as English.
  • Never translate the Front Product Descriptor.
  • Never translate the typographic lockup in exact style as non-multilingual lockup.
  • Never place translations in between Product Name and stapline.
  • Never centre the logo on the front of pack, unless it is used within a minimal space. Always range Product Name and Front Product Descriptor to the left, aligned with the O of the logo. If Product Name and Front Product Descriptor doesn’t fit following this rule, range type further to the left.
  • This page shows how to layout the back of pack for Mass. A landscape and portrait version has been included to show how the design should be used within these average pack sizes. Please note that only a mixture of Futura cases are used on the back of pack. All copy apart from the Jamie logo is black.
  • The ‘scan me tiger’ line should sit directly above or below the barcode. If room is tight and the barcode is in ladder format, Please run scan me tiger horizontally on the top or bottom of the barcode.
  • This page shows how to layout any translation that may need to be on the back of pack for Mass. A landscape and portrait version has been included to show how the design should be used within these average pack sizes.
  • Please note that only a mixture of Futura cases is used on the back of pack. All copy apart from the Jamie logo is black.
  • In some occasions space on back of pack might be limited and result in typographic specifications (See page 36) being unachievable. Please see how the information is treated in these circumstances and how to prioritise the hierarchy of text. Some licensees may require translations of the ENTIRE back of pack copy (i.e. Long Back Product Descriptor) and not just vital information. In this circumstance, please see how copy has been treated in response to this request (See fig B). multilingual information hierarchy
  • Here is a simple rule to follow when all of the ideal amount of copy does not fit onto the back face. Always ensure text is sized, spaced and ordered correctly (See page 36).
  • This page shows how to layout the side of pack for Mass. Examples of average sized packs show how to position the key elements, whilst showing the size and spacing of any type that may have to be displayed.
  • Guideline Daily Amount labeling (GDA) should be applied where appropiate. There are two formats to use, vertical and horizontal. The horizontal design should be used wherever possible. The vertical design should only be used when space is too tight under the Front Product Descriptor and should be positioned above Jamie’s left shoulder.
  • Horizontal orientation Minimum size: 26 mm At this size all type is 5pt in Futura Std Medium Condensed
  • Vertical orientation Minimum size: 31.25 mm At this size all type is 5pt in Futura Std Medium Condensed
  • Not enough room for GDA under the Front Product Descriptor. Ensure GDA is moved to Jamie’s left shoulder.
  • All Jars to follow this position for GDA.
  • Please ensure the following vegetarian logo is used if required on food packaging. This logo should appear on the back of pack alongside the recycling logo. It should be appropriately sized with the recycling logo.
  • Logo should always appear in 100% black.
  • Please ensure all lids follow the design shown here.
  • All lids should use the logo along with the strapline ‘honest ingredients, lovely food’.
  • This colour is to be used exclusively for all lids and SRPs
  • There will be exceptions to the rules outlined throughout these guidelines. Here is an of example of how to construct the design when certain parameters apply.
  • Here the Jamie Oliver logo needed to be the same size as the suppliers logo.
  • This shows how to size the Product Name and Front Product Descriptor when the Jamie logo is smaller than would normally be on this size pack.
  • Always ensure the Product Name and Front Product Descriptor never become too small on pack.
  • All changes to the Jamie logo size must be approved by the Licensing Manager.
  • Products have been arranged into Product Categories based on simple, shared characteristics. These Product Categories are led by design, each having a strong unified look. This section demonstrates how to use the design equities for each category.
  • Logo: Always clearly displayed at the top of the front of pack to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop.
  • Image: Jamie enjoying food. The shot is natural and relaxed, with Jamie looking away from the camera and wearing casual clothing.
  • Colour Palette: Full of flavour and highlighting the key ingredients in each product, these rich colours are chosen for their taste values and to complement the other flavour variants.
  • Copy Hierarchy -Front of Pack: Straight Product Name + Front Product Descriptor (See Mass Naming section on page 12).
  • Copy Hierarchy -Back of Pack: Straight Product Name + Long Back Product Descriptor + Hints & Tips (See Mass Naming section on page 12).
  • Secondary Tagline: honest ingredients, lovely food. This is used on lids, shelf-ready packaging and POS. (See Off-pack & POS section on page 101).
  • Food colours should be chosen to reflect the taste values of the product and to compliment the other flavour variants.
  • Logo: The logo is always clearly displayed at the top of the print area to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop. Logo should ideally be placed left and only placed centre if this is not possible.
  • Image: Jamie at home. The shot is natural and relaxed, with Jamie looking directly at the camera and wearing casual clothing.
  • Product Photography: A simple product shot on front of pack.
  • Colour Palette: Fresh, confident colours that are rich and complement the other products in the Indoor category.
  • Copy Hierarchy -Back of Pack: Straight Product Name + Long Back Product Descriptor (See Mass Naming section on page 12).
  • Image: Jamie outdoors. The shot is natural and relaxed, with Jamie looking directly at the camera and wearing casual clothing.
  • Product Photography: Where space allows, a simple product shot on front of pack.
  • Colour Palette: Grass and clouded sky are used as patterns to highlight the product usage, so a vibrant green and blue are used respectively to complement these.
  • Pattern Application: this should only be used as a secondary layer -on the background, back of tags or sides of pack.
  • The Outdoor colour palette has been selected to represent the fun and vibrancy of outdoor eating.
  • The green should always be accompanied by grass imagery, and blue by sky.
  • There are no rules regarding the use of grass or sky imagery for Outdoor products, except when the image area is larger than 250mm the sky imagery should always be used.
  • Logo: The logo is always clearly displayed at the top of the print area to the left or centred with the “Keep It Simple” strapline. It always appears in white on a coloured backdrop. The logo of the licensee should sit beneath the brand logo, lining up with the logo and Front Product Descriptor where possible. Only approved licensee logos can be used on packaging.
  • Image: Jamie in the kitchen. The shot is natural and relaxed, with Jamie looking directly at the camera and wearing casual clothing.
  • Product Photography: Where product is hidden, a simple product shot on front of pack.
  • Colour Palette: Six colours to choose from for standout and easy identification. The palette has been chosen to reflect the cookware material and provide simple differentiation between these materials.
  • Product Photography: where product is hidden, a simple product shot on front of pack.
  • Colours have been selected for standout and easy identification.
  • Image: Jamie the chef image should be used.
  • Make sure that the image is the correct one for the corresponding background colour.
  • It should sit on the right-hand side of the pack with consistent cropping maintained where possible (See page 65 for photography dos and don’ts).
  • The size of the Front Product Descriptor is 60% of the the Product Name.
  • The distance between the Product Name and Front Product Descriptor is 100% of the distance between the first two lines of Product Name. Make sure that the leading* on these specified lines match.
  • Ensure the copy always sits at the bottom of pack and not under the logo, if available.
Packaging Design
  • Always leave a suitable area amount of clear space around the logo (See individual artworks for guidance).
  • Never change the font of the logo.
  • Never stretch or squash the letters, vertically or horizontally.
  • Never change the spacing between the letters.
  • Never change the strapline in the centre, or play with its relation to the name.
  • Never lean to the left or right.
  • Do not adjust the colour of the logo, always use white except on Off-pack & POS (See Off-pack & POS section page 101).
  • It will sometimes be necessary to increase and decrease the logo size depending on the print area. Always keep it in proportion. Always ensure that the central strapline is legible. If the logo goes below 34mm the strapline can be removed.
  • Colour is a key element of this design, therefore it is important that Pantone colours are used to print the designs rather than CMYK. Pantone colours will provide the maximum amount of consistency across the Product Range. In instances where this is not possible we have created optimised CMYK values that are shown on page 18. In the instance that a suitable colour does not exist for a Mass Food product, please contact your Licensing Manager.
  • All elements of the pack should be balanced and in proportion to one another.
  • Logo: White
  • Strapline: “Keep It Simple”.
  • Should never curve around the pack.
  • Logo should ideally be placed left and only placed centre if this is not possible.
  • Type: Black
  • Type should be in proportion to the logo and appropriately-sized for the pack size. (See page 29-33 for typography specifications.)
  • Use the relevant Jamie image for the Product Category (See page 21 for photography details) ensuring the high-res greyscale image is used.
  • It should sit on the right-hand side of the pack with consistent cropping maintained where possible (See page 22 for photography dos and don’ts).
  • Please refer to relevant Product Category page for use of colour.
  • Same font size on both Product Name and Front Product Descriptor.
  • Same leading* on both Product Name and Front Product Descriptor, except on the last line(s). The last line(s) are 90% of the distance between the Product Name and first line of the Front Product Descriptor, please ensure this is altered by changing the leading* on these specified lines.
  • All type sizes displayed in this example are for reference in regards to each another. They are not actual sizes of typography.
  • Leading is the space between lines of type. It is generally measured from baseline to baseline and expressed in points.
  • This page is a size guide for layout and typography on front of packs. It is intended to be used as a reference when sizing the logo, type or image on any given size. The sizes displayed here are approximate dimensions for small, medium and large pack sizes. Appropriate scaling will always need to happen on front of pack areas when creating artworks, but the examples shown below should give a good starting point for further artwork creation.
  • Ensure the size of the image is not too small on pack.
  • Never allow the image to become too big.
  • Never allow the type to become too big on the pack
  • Ensure the copy always sits under the logo and not at the bottom of pack.
  • Never translate the Front Product Descriptor.
  • Ensure Product Name translations are not the same size as English.
  • Never translate the typographic lockup in exact style as non-multilingual lockup.
  • Never place translations in between Product Name and stapline.
  • Never centre the logo on the front of pack, unless it is used within a minimal space. Always range Product Name and Front Product Descriptor to the left, aligned with the O of the logo. If Product Name and Front Product Descriptor doesn’t fit following this rule, range type further to the left.
  • Always ensure text is sized, spaced and ordered correctly (See page 31).
  • Always ensure text is sized, spaced and ordered correctly (See page 77).
  • Never translate the typographic lockup in exact stlye as non-multilingual lockup.
  • Never place translations in between Product Name and Front Product Descriptor.
Sustainability Guidelines
  • We ask that you try to use suppliers who use sustainable manufacturing practices and suppliers who value their environmental credentials. Please let your suppliers know how important it is that we reduce our footprint on the planet and ask them to source materials in a sustainable way. If you are specifying a raw material please take into consideration the environmental impact of the production process and where possible evaluate the wider implications of their creation and transportation methods.
  • When available and appropriate ensure that paper and board materials are FSC or PEFC certified and specify materials with recycled content. We aim to use materials that are from a renewable source and are easy to recycle. It is essential that all packaging carries the Mobius Loop logo and information as detailed on page 38, this is to help consumers identify and recycle their packaging.
🐛 Report