Serbian Jam Gets a Makeover
With help from the USAID/Serbia Enterprise Development Project (SEDP), the Belgrade based Foodex Company is preparing an international launch for its new "Nature's Plan" brand of all-natural fruit preserves.
The premium line, which includes wild strawberry, cherry, red currant, and blueberry, has been specially developed for export. The updated packaging is a collaborative effort.
SEDP support enabled Foodex designers to work directly with international experts in branding and specialty food marketing.
"We considered everything, from color psychology to selecting a shape that makes it easiest to get the product out of the jars. We even looked at the optics of the glass to make sure it refracted properly and lit the fruit inside with a flattering light," said Slobodan Jovanovic of Coba & Associates, creative director of the re-branding initiative.
Nature's Plan debuted in New York on July 10.
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| "Foodex" jam before (left) and after (right) branding assistance |
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