Or, more precisely, I’m loving the labelling, since I haven’t tried the foods themselves yet.
Jamie Oliver has just launched his Jme range of artisanal British foods in the US in conjunction with Williams-Sonoma. I’m definitely going to be trying the mango chutney, mint sauce and marmelade as it’s difficult to get good versions of these oh so British delicacies over here. (Though I’m also noting how flippin’ expensive they are in comparison with the same products in the UK.) I’m hoping that at some point his full range of British products finds its way over here.
What I’m most intrigued by, though, by the packaging. It looks very British – as in so many things American packaging can get very busy and very ‘more is more’ – whereas this is simple, old-fashioned in a modern way, if that makes sense and quite austere.
I love how the simplicity and retro styling makes everything hang together, despite using a mishmash of different packaging shapes, fonts, label styles and colours. It looks like a very idealised version of how my mother’s pantry might have looked in the Mad Men era (in her dreams haha!). Interestingly the actual branding is very subtle, the only thing the have in common is the sixties-style ’J’ on the labelling. I’m also loving that he’s calling a biscuit a biscuit.
I’m most intrigued by how this reads to an American audience. Does the styling make you want to buy the food? Or does it just seem too plain, too old-fashioned and unappealing?