Year: 2025
Type: article
Abstract: Sweetness has always been something I’ve gravitated toward—not just in flavor, but in feeling. With Simple Berry, I wanted to explore how something as small as a jar of jam can bring comfort, familiarity, and joy into people’s daily lives. This project gave me the chance to blend visual storytelling with brand identity in a way that feels both playful and grounded. The campaign uses visual metaphor as a central unifier, inspired by nature’s purest instinct: attraction to sweetness. I chose animals like the bee, butterfly, and hummingbird—creatures naturally drawn to nectar—to mirror how consumers are drawn to the jam itself. This felt like the perfect way to express the brand’s identity without being overly literal, and it allowed me to build something that’s light, approachable, and sincere. From the label design to the larger campaign, every choice was made with simplicity and sweetness in mind. The clean layout, soft colors, gradient, and natural imagery all work together to emphasize a product that’s made for everyday life—but still feels a little magical. After all, that’s what Simple Berry is all about: keeping things simply fresh, naturally sweet.
Author: Eresanara, Mark
Institution: University of the Pacific
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7060442810
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