Hero marmalades
Client: Hero - Speculative project
Year: 2019
Packaging redesign
Role: Packaging Designer
Challenge / Brief
This project explored how the marmalade brand Hero could be reimagined to better connect with families and younger audiences. The challenge was to design a label system that remained authentic and trustworthy while bringing in a sense of playfulness and fun that stands out on crowded supermarket shelves.
Insight / Strategy
Packaging for family-oriented products must balance heritage and trust with fresh, youthful appeal. The strategy was to position Hero as a warm, reliable staple but one that feels exciting and joyful for children and parents alike—achieved through playful visuals, bright palettes, and approachable typography.
Creative Process
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Developed moodboards merging classic jam and preserves aesthetics with playful, illustrative touches.
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Designed friendly logotype and fruit imagery to enhance shelf recognition.
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Explored flavor-based color systems and simple iconography to make varieties easy to spot and fun to interact with.
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Focused on achieving a balance between clarity, functionality, and delight
Solution
A fictional label redesign for Hero jars with bold illustrations, family-friendly typography, and vibrant flavor coding.
Packaging that feels inviting, warm, and playful, positioning Hero as a joyful companion to family breakfasts.
A modular system adaptable to multiple SKUs, while retaining cohesion and recognizability.
Although this was a speculative exploration, the project was a chance to experiment with how design can reframe a traditional product for a new audience. It reaffirmed the potential of packaging as a storytelling tool, capable of blending nostalgia with fresh visual energy.
