FRV BRAND GUIDELINES

ES
WELCOME!

3
WELCOME!

Welcome to the Fresh Retail Ventures Jamie Oliver brand guidelines.

This document contains all you need to know about how the Jamie
Oliver brand should be used on product packaging, marketing support
and point of sale ensuring it remains consistent throughout. Using our
brand correctly is extremely important to us and to Jamie so we ask
that the guide is always referred and adhered to. We hope you enjoy
getting to know our brand better.
The FRV Team

4
INSPIRATION

5
REFLECTING JAMIE

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 turn important to us:

Jamie the person Jamie the brand

making it easy simplicity, ease, practicality
anyone can inclusive, informal, universal
inspiring inspiration, energy, creativity

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OUR VALUES AND PERSONALITY

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 Values
honest & challenging – being direct, open-minded and sharing – teaching people and learning from others
genuine in all we do integrity – being authentic and living to our principles
passionate & inspiring – true excitement and love for food practicality – keeping things simple, using common sense
and healthy living
generosity – going the extra mile
approachable & fun – unpretentious, accessible and
quality & value – always doing better
playful, encouraging everyone to have a go

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DESIGN ESSENCE
unmistakably Jamie

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.

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DEFINITIONS
We’ve listed below definitions of key words used throughout the guidelines to ensure you
understand exactly what we’re referring too. Please note that all design details will be further
explained later on in the relevant sections.

Mass – refers to the mainstream supermarket distribution channel Product Category – refers to a specific group of products with shared
(eg. Sainsbury’s, Tesco’s). It is also known as tier 2. characteristics. The categories are design-led. In Mass we have split the
design into three Product Categories; Food, Household and Equipment.
Mass Identity – the design identity that has been created for
In Premium we have two Product Categories; Household and Equipment.
products in the Mass distribution channel.
We also have Gifting which sits across both product tiers.
Premium – refers to the department and independent store distribution
Sub-product Category – refers to a specific group of products within
channel (eg. Debenhams, John Lewis). It is also known as tier 1.
a Product Category. For example in Mass Household we have two Sub-
Premium Identity – refers to the design identity that has been product Categories; Indoor and Outdoor.
created for products in the Premium distribution channel.
Product Range – refers to a range of products within a Product Category.
Product Name – refers to the customer-facing name given to the For example in Food a Product Range would be Pasta Sauce or Antipasti.
product. It is placed on the front of pack, for example Green Pesto or In Household a Product Range would be Keep It Simple Blue or 5 A Day.
Big Bold Chopping Board.
Personality-Driven Products – these are products or Product
Front Product Descriptor – refers to the copy line that describes Ranges that have a strong, independent and often well-known Product
the benefit of the product and supports the Product Name on the front Name and are distributed in both Mass and Premium environments. They
of pack, for example ‘a tasty classic’ or ‘withstands bashing, smashing are always designed in the Mass Identity, for example Cheeky Mugs.
and slicing’.
Recipe-led Products – these are food products created from Jamie’s
Back Product Descriptor – refers to the copy line that describes kitchen. These recipes empower the component cook in their everyday
the benefit of the product and supports the Product Name on the back cooking, for example Pasta Sauce, Pesto and Posh Bread Spreads.
of pack, for example ‘a tasty classic’ or ‘withstands bashing, smashing
Ingredient-led Products - these are food products sourced and
and slicing’.
developed using Jamie’s knowledge, expertise and passion. These
Long Back Product Descriptor – refers to the copy lines that ingredients are an essential part of anyone’s kitchen, for example Pasta,
describe the benefits of the product on the back of pack. The Back Salts and Olive Oils.
Product Descriptor is more detailed and longer than the Front 9
Product Descriptor.
INSTRUCTIONS

MASS

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MASS: TONE OF 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 The tone shifts slightly between Mass * This is the brand tone of voice
language. Impart knowledge and expertise and Premium: in Mass, there is more and not instructions for writing
with others in a generous and easy, yet freedom to be playful and fun because copy in Jamie Oliver’s own voice.
Any requests for copy from
confident way. Use genuine and accessible the products are everyday and simple,
Jamie should be directed to your
words to explain product benefits. so play up the energetic tone. Whereas Licensing Manager.
in the Premium Ranges the playful tone
Energetic should be much subtler and the emphasis
Punchy, inspiring descriptions that are full should be on straight-talking language to
of Jamie’s trademark passion and fun. reflect the quality.
Use fresh language peppered with playful
words to instill enthusiasm and love for
good food and good life.

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MASS: NAMING
There are three types of names used over the different Product Categories.
The first is a straight Product Name and is used exclusively on Mass Food. It describes
the products in the simplest, clearest way for easy identification. There should be
no adjectives or elaborate language - just a basic explanation of the ingredients. e.g.
Tomato and Basil Pasta Sauce.
The second is used on all other Mass products and combines a characterful but
relevant adjective with the straight Product Name. This creative Product Name should
use natural, evocative language to explain its point of difference in a simple, everyday
way. This name should sit comfortably with the way Jamie speaks today and should
avoid exaggerated or flippant language. e.g. Big Bold Chopping Board.
The third applies to Premium products and is explained on page 58.

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MASS: LOGO
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*.

Keep It Simple:
The Mass Range reflects his no-nonsense approach. You can trust the Jamie Oliver brand to
have created products that will perform better than our competitors, with no unnecessary
complications.

* 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).

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MASS: LOGO
dos and don’ts

As a rough guide, always leave a suitable Never change the font of the logo. Never change the spacing between Never lean to the left or right.
area amount of clear space around the logo the letters.
(See individual artworks for guidance).

Never stretch or squash the letters, vertically or horizontally. Never change the strapline in the Do not adjust the colour of the logo,
centre, or play with its relation to always use white except on Off-pack & POS
the name. (See Off-pack & POS section page 101).

14
MASS: LOGO
sizing
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.

MINIMUM
WIDTH:
34mm

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MASS: COLOUR 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.

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MASS: COLOUR PALETTE
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.
MASS

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

7489 C 7495 C 366 C 383 C 7406 C 121 C 1235 C 7502 C

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

157 C 138 C 166 C Warm Red C 485 C 184 C 5005 C 7431 C

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

673 C 701 C 529 C 7446 C 659 C 7459 C 278 C 551 C

OUTDOOR

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

629 C 3105 C 3248 C 7466 C 7536 C 7530 C 583 C 291 C

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MASS: CMYK COLOUR PALETTE
* Please use values given for Pantone 1235 C in place of 1225 C.
** 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.

MASS
C 56% C 42% C 31% C 35% C 0% C 0% C 0% C 6% C 0% C 0%
M 2% M 5% M 0% M 0% M 20% M 8% M 36% M 14% M 45% M 56%
Y 75% Y 89% Y 50% Y 100% Y 100% Y 70% Y 98% Y 35% Y 71% Y 100%
K 5% K 29% K 0% K 20% K 2% K 0% K 0% K 7% K 0% K 0%
PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE
7489 C 7495 C 366 C 383 C 7406 C 121 C 1235 C 7502 C 157 C 138 C

C 0% C 0% C 0% C 0% C 11% C 4% C 10% C 0% C 20% C 45%

M 78% M 86% M 96% M 73% M 53% M 54% M 56% M 60% M 40% M 45%
Y 100% Y 80% Y 100% Y 32% Y 25% Y 4% Y 0% Y 12% Y 0% Y 0%
K 0% K 0% K 0% K 0% K 31% K 7% K 0% K 0% K 0% K 0%
PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE
166 C Warm Red C 485 C 184 C 5005 C 7431 C 673 C 701 C 529 C 7446 C

** ** **

C 61% C 72% C 45% C 36% C 36% C 45% C 49% C 88% C 11% C 10%
M 29% M 9% M 14% M 3% M 0% M 0% M 0% M 0% M 13% M 18%
Y 0% Y 8% Y 0% Y 8% Y 9% Y 11% Y 25% Y 29% Y 30% Y 25%
K 0% K 13% K 0% K 7% K 0% K 0% K 0% K 0% K 32% K 30%
PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE
659 C 7459 C 278 C 551 C 629 C 3105 C 3248 C 7466 C 7536 C 7530 C

OUTDOOR
C 31% C 38%
M 1% M 4%
Y 100% Y 0%
K 10% K 0%
PANTONE PANTONE
583 C 291 C

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MASS: COLOUR PALETTE
Outdoor
For Outdoor products, bright fresh colours have been chosen to reflect the sky and grass patterns used throughout this range.

OUTDOOR PATTERNING

PANTONE PANTONE
583 C 291 C

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MASS: COLOUR PALETTE
brand colours
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).

MASS

PANTONE PANTONE PANTONE PANTONE

7406 C 529 C Warm Red C 7466 C

new product development

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.

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MASS: JAMIE PHOTOGRAPHY
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.

Food: Household Indoor: Household Outdoor: Equipment:

Jamie enjoying food Jamie at home Jamie outdoors Jamie in the kitchen

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MASS: PHOTOGRAPHY
do’s and dont’s

Always use image in monochrome Never use in colour Never use simply as black and Never position anywhere other
with a background colour wash white image than bottom right

ITALIAN FUSILLI
enjoy traditional
texture with Durum
Wheat Semolina

Never cover with copy Never force the image into the Never position the image around
given space – leave an area of a corner
blank space round the image
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MASS: PHOTOGRAPHY
non-food front of pack
When the product is hidden, a simple, clean product shot is used on non-food front of pack.

GOOD, SOLID 24CM

SAUTÉ PAN & LID
hard-working,
hard-wearing
& versatile

STAINLESS STEEL
THERMO-SPOT™ HARD BASE STAINLESS STEEL RIVETED STAINLESS GLASS LID
STEEL HANDLE

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.

23
MASS: PHOTOGRAPHY
food
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.

LEMON HERB CRUST

Considerations when commissioning new photography:
This herb mix combines breadcrumbs
with the fresh taste of lemon for a
If new photography is required, the Food Team should be engaged to help select ZINGY addition to your chicken or fish.
the photographer, style and prop the shoot. Try liberally coating your CHICKEN or
FISH with the Herb Crust before cooking
As much notice as possible should be given, and in any event no less than six in the oven or sprinkle it onto the top of
weeks if the Food Team are required for the proposed shoot. your cauliflower cheese and brown
under the grill for a great LEMON CRUNCH.
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.
wanna know more...jamieoliver.com

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MASS: 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.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
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.

abcdefghijklmnopqrstuvwxyz
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.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
All fonts are OpenType from the Adobe Font Folio 11. (www.adobe.com/uk/products/fontfolio)
25
MASS: TYPOGRAPHY

Futura Std – Bold

UPPERCASE
TOMATO & BASIL
PASTA SAUCE
honest Italian
ITC Century Std – Book flavours
lowercase

26
MASS: FRONT OF PACK SUMMARY
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.)
TOMATO & BASIL
PASTA SAUCE Photography
honest Italian Use the relevant Jamie image for the Product Category (See page 21 for
flavours 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).

Colour
Please refer to relevant Product Category page for use of colour.

27
MASS: TYPE SPECIFICATION AND RULES
Below is an example of the typographic lock-up for Mass. This should be used as a guide to help create future artworks.

Typographic rules
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
FUTURA Std - BOLD Descriptor, please ensure this is altered by changing the leading* on
LEMON SIZE: 11PT
100%
HERB CRUST
LEADING: 13PT these specified lines.
100% ITC CENTURY Std - BOOK
adds a zesty SIZE: 11PT
LEADING: 13PT
90%
crunch
See measurements on the left and type spec on the right.
ITC CENTURY Std - BOOK
SIZE: 11PT All type sizes displayed in this example are for reference in regards to each another.
LEADING: 12PT They are not actual sizes of typography.

*Leading
Leading is the space between lines of type. It is generally measured
from baseline to baseline and expressed in points.

28
MASS: FRONT OF PACK
sizing guide
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.

Small area Medium area Large area

50mm (approx) 100mm (approx) 250mm (approx)

LEMON
HERB CRUST LEMON
HERB CRUST
adds a zesty LEMON adds a zesty
crunch
HERB CRUST crunch
adds a zesty
crunch

(visual scale 30%)

(visual scale 60%)

29
MASS: FRONT OF PACK
don’ts
This page shows some easy mistakes to avoid when sizing the logo, image and typography for the front of pack.

Small area Medium area Large area

50mm (approx) 100mm (approx) 250mm (approx)

LEMON
HERB CRUST LEMON
adds a zesty LEMON HERB CRUST
crunch
HERB CRUST adds a zesty
adds a zesty crunch
crunch

Ensure the size of the image

is not too small on pack.

(visual scale 30%)

Never allow the type to become too big on the pack

LEMON
(visual scale 60%)
HERB CRUST
adds a zesty Never allow the image to become too big.
crunch

Ensure the copy always sits

under the logo and not at the 30
bottom of pack.
MASS: FRONT OF PACK
multilingual
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.

Small area Medium area Large area

50mm (approx) 100mm (approx) 250mm (approx)

LEMON
HERB CRUST LEMON
HERB CRUST
adds a zesty LEMON adds a zesty
crunch
HERB CRUST crunch
adds a zesty LEMON HERB CRUST
LEMON HERB CRUST
LEMON HERB CRUST
crunch LEMON HERB CRUST

LEMON HERB CRUST

LEMON HERB CRUST
Ensure the size of the image
is not too small on pack.

(visual scale 30%)

Never allow the type to become too big on the pack

(visual scale 60%)

Never allow the image to become too big.

31
MASS: FRONT OF PACK
multilingual don’ts
Here are shown some easy mistakes to avoid when creating a multilingual front of pack.

Small area Medium area Large area

50mm (approx) 100mm (approx) 250mm (approx)

LEMON
HERB CRUST LEMON LEMON
HERB CRUST HERB CRUST
LEMON LEMON adds a zesty adds a zesty
HERB CRUST HERB CRUST crunch crunch
LEMON adds a zesty
HERB CRUST crunch LEMON LEMON
HERB CRUST HERB CRUST
LEMON HERB CRUST adds a zesty adds a zesty
Ensure Product Name adds a zesty crunch crunch crunch
translations are not the same LEMON HERB CRUST
size as English. adds a zesty crunch
LEMON HERB CRUST
adds a zesty crunch (visual scale 30%)

Never translate the typographic lockup in exact style as

non-multilingual lockup.

LEMON
HERB CRUST
LEMON HERB CRUST
LEMON HERB CRUST

adds a zesty (visual scale 60%)

crunch
Never translate the Front Product Descriptor.

Never place translations in between

Product Name and stapline. 32
MASS: FRONT OF PACK
multilingual exceptions
In some occasions space on front of pack might be limited and result in typographic specifications (See page 31) being unachievable.
Please see how the information is treated in these circumstances and how to prioritise the hierarchy of text. Some licensees may require
greater importance be given to Product Name translations. Please note how copy has been treated in response to this request (See fig A*).

EASY SCOOP
multilingual information hierarchy CUILLÈRE
À GLACE
BEQUEMER
PORTIONIERER
Here is a simple rule to follow when all of the ideal amount of copy does not fit onto the front
face. Always ensure text is sized, spaced and ordered correctly (See page 31).

primary secondary

Logo Front Product Descriptor (English)

Product Name (English) Any other information required on
Product Name (Translation) front face. – i.e. Features

fig A*

*The only structure that you can position the Product Name next to the Jamie Oliver logo is on a hanging card. This only
happens due to limited space on multilingual packs and because of the inconsistent shape of the product that is positioned
over the branding space of the hanging card. This rule can not be followed on any other structure.

33
MASS: FRONT OF PACK
centralising
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.

EASY
SCOOP
CUILLÈRE
ÀGGLACE
BEQ
QUEMER
BEQUEMERR
PO
ORTIONIE
ERE
PORTIONIERER

34
MASS: BACK OF PACK
non-food
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.

TITLE:
UPPERCASE
16-PIECE BRUSHED STEEL CUTLERY SET FUTURA Std - BOLD SERVERS SET
TITLE ALWAYS 1 PT SIZE BIGGER THAN THE MAIN
This GREAT quality stainless steel cutlery looks PERFECT on any table and has been TITLE DESCRIPTION Whether tossing a salad or serving up a storm
designed with a contemporary brushed finish, SUPERB BALANCE and CLEAN LINES. with your favorite pasta, these superb brushed
Whether you’re tucking in with mates or laying the table for something more steel servers are the best. Teamed with my
formal, this HARD WEARING cutlery can’t be beaten. fantastic cutlery and designed with PERFECT
BACK OF PACK DESCRIPTOR:
FUTURA Std - BOLD BALANCE and a CLEAN STYLE, they will look
great on any table for years to come.
THIS SET INCLUDES: FUTURA Std - BOLD

THIS SET INCLUDES:

FUTURA Std - Medium

Caring for your cutlery FUTURA Std - Heavy

Caring for your servers

FUTURA Std - Medium

scan me tiger!

Write to us at:

CARDBOARD
PLEASE
RECYCLE

wanna know more...jamieoliver.com

(visual scale 40%)

scan me tiger!

CARDBOARD
PLEASE (visual scale 40%)
The ‘scan me tiger’ line should sit directly above or below the barcode. If room is
RECYCLE

Write to us at:

tight and the barcode is in ladder format, Please run scan me tiger horizontally on
the top or bottom of the barcode. wanna know more...jamieoliver.com
35
MASS: BACK OF PACK
multilingual
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.

SERVERS SET
Whether tossing a salad or serving up a storm
with your favorite pasta, these superb brushed
steel servers are the best. Teamed with my
fantastic cutlery and designed with PERFECT
16-PIECE BRUSHED STEEL CUTLERY SET
BALANCE and a CLEAN STYLE, they will look
This GREAT quality stainless steel cutlery looks PERFECT on any table and has been great on any table for years to come.
designed with a contemporary brushed finish, SUPERB BALANCE and CLEAN LINES.
Whether you’re tucking in with mates or laying the table for something more formal, UK THIS SET INCLUDES:
this HARD WEARING cutlery can’t be beaten.

Caring for your servers

UK THIS SET INCLUDES: UK THIS SET INCLUDES: UK THIS SET INCLUDES: UK THIS SET INCLUDES:

UK THIS SET INCLUDES:

Caring for your cutlery Caring for your cutlery Caring for your cutlery Caring for your cutlery
Caring for your servers

UK THIS SET INCLUDES:

Caring for your servers

UK THIS SET INCLUDES:

scan me tiger!

Write to us at: Caring for your servers

CARDBOARD
PLEASE
RECYCLE

wanna know more...jamieoliver.com

(visual scale 40%)

scan me tiger!

CARDBOARD
PLEASE
(visual scale 40%)
Please note that only a mixture of Futura cases is used on the back of pack.
RECYCLE

Write to us at:

All copy apart from the Jamie logo is black.

wanna know more...jamieoliver.com
36
MASS: BACK OF PACK
multilingual exceptions
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 BASTING BRUSH

The easy spread mesh, positioned between
the silicone bristles, holds and releases more sauce
so COATING food is SUPER-EFFICIENT.

Here is a simple rule to follow when all of the ideal amount of copy does not fit onto the back Durable silicone bristles will not shed or change shape over time.
Heat resistant to 200ºC/392ºF.

face. Always ensure text is sized, spaced and ordered correctly (See page 36). F Pinceau
La grille située entre les poils en silicone
DK Basting børste
Maskevævet mellem silikonehårene holder
permet un étalage facile. Elle retient puis og udløser mere sovs, hvilket gør
libère plus de sauce, pour étaler en smøringen supereffektiv.
toute efficacité. Holdbare silikonehår, der ikke vil trævle
oils résistants en silicone qui ne se eller miste formen efter længere tids brug.
tomberont ni ne changeront de forme Tåler varme op til 200ºC/392ºF.
au fil du temps.
Résiste à des températures allant jusqu’
ES Brocha de cocina
La malla de extensión, colocada entre las

primary secondary
à 200°C/392°F.
cerdas de silicona, retiene y extiende más
D Bratpinsel salsa de ahí que cubrir los alimentos sea
Die zwischen den Borsten platzierten super-eficaz.
Streuporen geben auf Wunsch mehr oder Cerdas de silicona duraderas que no se
weniger Soße ab; das Bepinseln der desprenderán o deformarán con el paso
Lebensmittel wird dadurch äußerst del tiempo.
effizient. Resistente al calor 200ºC/392ºF.
Widerstandsfähige Silikon-Borsten fallen

Product Name (English) Long Back Product Descriptor (English) nicht aus und nutzen sich mit der Zeit
auch nicht ab.
Hitzebeständig bis 200ºC/392ºF.

Product Name (translations)

NL Bakkwast
De mazen, die tussen de siliconen haren

Logo zitten, houden meer saus vast en geven

meer saus af zodat eten bestrijken
superefficiënt wordt.
Duurzame siliconenhaartjes vallen niet

Key Information (English) uit en veranderen niet van vorm na

verloop van tijd.
Hittebestendig tot 200ºC/392ºF.

– i.e. Features, Mandatory info scan me tiger!

Key Information (translations)

Write to us at:
DKB Household UK Limited, Farnborough,
GU14 7UE, UK Tel: +44 (0) 1252 828055
Email: [email protected]
www.dkbhh.com
Designed and developed by Jamie Oliver
and DKB Household UK Limited
© Jamie Oliver 2010 JB3500
Made in China XJ58122
Portrait © Chris Terry 2009
Jamie Oliver is a
registered trademark
CARDBOARD
wanna know more PLEASE
...jamieoliver.com RECYCLE

fig B

37
MASS: BACK OF PACK
food
This is an example of an ideal back of pack design for a Mass product. Please ensure that typographic hierarchy (the relationship
between all type) is maintained when adjusting overall back of pack type sizes.

Back of pack type rules PRODUCT NAME:

UPPERCASE
All back of pack copy in Futura Std Medium LEMON HERB CRUST FUTURA Std - BOLD
SIZE: 8.5PT - TITLE ALWAYS 1 PT SIZE BIGGER THAN THE MAIN TITLE DESCRIPTION
- except where specified. This Herb Mix combines breadcrumbs
with the fresh taste of lemon for a ZINGY addition
All back of pack copy has Tracking*: 0 to your chicken or fish. LONG BACK PRODUCT DESCRIPTION:
FUTURA Std - BOLD
- except where specified. Try liberally coating your chicken or fish with the SIZE: 7.5PT
Herb Crust before cooking in the oven or sprinkle LEADING: 9PT
it onto the top of your cauliflower cheese and
Long Back Product Descriptor in upper and lower case. brown under the grill for a great LEMON CRUNCH.
– Key words picked out in UPPERCASE.
Hints & Tips: A little goes a long way.
Flow copy on the same line as the section title Try sprinkling on top of cauliflower cheese.
where appropiate. Ingredients: Breadcrumbs Nutrition Information FUTURA Std - HEAVY
(50%) (Wheat Flour, Yeast,
Always ensure consistant space between Dextrose, Salt), Lemon
Typical Values Per 100g Per Pot SIZE: 7PT
Energy 1489kJ/3525kCal 2010kJ/475kCal TRACKING: 20
back of pack sections. Powder, Sugar, Dried Garlic,
Protein 8.1g 10.9g
Onion Powder, Vegetable
Carbohydrate 66.8g 90.2g FUTURA Std - HEAVY
Oil, Salt, Lemon Oil. NUTRITION INFORMATION TABLE
Back of pack section title. Allergens: Contains Gluten
Of Which Sugars
Fat
14.8g
5.8g
20.0g
7.8g
SIZE: 6PT
TRACKING: 20
All section titles are Futura Std Heavy. and Wheat. Of Which Saturates 0.77g 1.04g
Fibre 3.5g 4.7g
All font sizes are 0.5 Pt larger than section body copy.
All section titles have Tracking*: 20. 135g Sodium 1715mg 2315mg FUTURA Std - MEDIUM
SIZE: 5.5PT
Best before end: See side of pot.
(this helps with standout)
Where is it from: Made in the UK.
Weight is always Futura Medium Condensed. How to keep it: Store in a cool dry place. FUTURA Std - MEDIUM
Once opened, make sure you put the lid firmly SIZE: 6PT
back on to keep the product air tight. LEADING: 7.5PT
Environmental Message Write to us at: Fiddes Payne Ltd,
Mobius Loop symbol. Unit 3a, Thorpe Park, Thorpe Way,
Specify name of material being used. Banbury, Oxfordshire FUTURA Std - MEDIUM
OX16 4SP SIZE: 6PT
PLEASE RECYCLE - Helvetica Std Bold. www.fiddespayne.co.uk LEADING: 7.5PT
Manufactured by Fiddes Payne PET
NB: All type sizes displayed
Vegetarian Symbol Portrait © Chris Terry 2009 PLEASE LEGAL
Jamie Oliver is a registered trademark RECYCLE FUTURA Std - MEDIUM in this example are for
Scan me tiger wanna know more...jamieoliver.com SIZE: 5PT
reference in regards to each
*Tracking WEBSITE REFERENCE another. They are not actual
FUTURA Std - BOLD
Tracking refers to the amount of space between a group SIZE: 7.5PT sizes of typography.
of letters to affect density in a line or block of text.
38
MASS: SIDE OF PACK
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.

SERVERS SET
solid and stylish
in a polished finish

16-PIECE BRUSHED STEEL CUTLERY SET

solid and stylish in a brushed finish

FEATURES
SERVERS SET UK 18/10 brushed stainless steel UK Acier inoxydable brossé 18/10
solid and stylish Dishwasher safe Resistant au lave-vaisselle
UK Gebürsteter rostfreier Stahl 18/10 UK Geborsteld roestvrij staal 18/10
in a polished finish Spülmaschinenbeständig Vaatwasmachinebestendig

FEATURES
UK 18/10 brushed stainless steel
Dishwasher safe
UK Gebürsteter rostfreier Stahl 18/10
Spülmaschinenbeständig
FLAVOUR SHAKER™
All examples have been
UK
UK Acier inoxydable brossé 18/10 Mixes great rubs, dressings, marinades and more.
Just give it a shake!
Resistant au lave-vaisselle
16-PIECE BRUSHED STEEL CUTLERY SET UK Geborsteld roestvrij staal 18/10 scaled by 40%
The Flavour Shaker is a really fun way to add great flavour
to your food. It’s quick. It’s fresh. It’s easy. This is going to
transform your everyday meals into something fantastic
solid and stylish in a brushed finish Vaatwasmachinebestendig FLAVOUR SHAKER™ – give it a go!
Inside you’ll find some great recipe ideas to get you started.
The Flavour Shaker makes things F FLAVOUR SHAKER™
EASIER in the kitchen – it’s a great Pour de délicieux assaisonnements et d’impressionnantes
way to get the best out of HERBS, vinaigrettes, marinades et autres.
Vou n’avez qu’à secouer!
SPICES and any other ingredients Avec le Flavour Shaker, ajoutez de fabuleuses saveurs à tous vos
you want to EXPERIMENT with. plats. Rapide, frais et facile à utiliser, il donne une toute nouvelle
dimension à vos plats quotidiens. Alors n’hésitez plus, adoptez-le!
Vous trouverez à l’intérieur de savoureuses idées recettes pour
vous lancer.
1 2
D FLAVOUR SHAKER™
Für phänomenale Gewürzmischungen, Dressings, Marinaden und
vieles mehr.
Hur shütteln und schon fertig!
Mit dem Flavour Shaker macht Essen würzen Spaß. Schnell –
frisch – praktisch! Er verwandelt Ihre täglichen Mahlzeiten in

GOOD, SOLID 24CM SAUTÉ PAN & LID

etwas Fantastisches – probieren Sie es selbst!
Hier finden Sie tolle Rezeptideen um den Flavour Shaker zu
verwenden.

hard-working, hard-wearing & versatile NL FLAVOUR SHAKER™

Maakt verrukkelijke kruidenmixen voor over vlees of vis, dressings,
marinadse en nog meer.
STAINLESS STEEL 24CM SAUTÉ PAN & LID – STAINLESS STEEL 24CM SAUTÉ PAN & LID Ga ’s lekker schudden!
STAINLESS STEEL 24CM SAUTÉ PAN & LID De Flavour shaker is een leuke manier om een heerlijke smaak
3 4 aan je eten toe te voegen. Het is snel. Het is vers. Het is
gemakkelijk. Dagelijkse maaltijden krijgen hierdoor een extra
feestelijk smaakje – probeer het maar eens!
In deze brochure vind je enkele fantastische tips voor recepten om
te beginnen en de unieke Flavour shaker lepel.

DK FLAVOUR SHAKER™

STAINLESS STEEL
Blander dejlige rubs, dressinger, marinader oxv Bare ryst den!
Flavour Shaker er en rigtig sjov måde at give din mad ekstra smag
på. Den er hurtig. Den er frisk. Den er let. Det vil forandre dine
hverdagsmåltider til noget helt fantastisk – prøv engang!
Indenfor finder du alle tiders opskrifter, så du kan komme i gang.
THERMO-SPOT™ HARD BASE STAINLESS STEEL RIVETED STAINLESS GLASS LID
STEEL HANDLE

39
MASS: GDA
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.
Including accurate recommended portion sizes on our GDA labelling is really important since it directs our consumer
on how much of the product they should use, while giving them a clear picture of what they are eating in the context
of their whole diet. Please ensure the recommended portion sizes are carefully considered when creating artworks.

Horizontal orientation Ingredients: Breadcrumbs

(50%) (Wheat Flour, Yeast,
Dextrose, Salt), Lemon
Nutrition Information
Typical Values Per 100g Per Pot
LEMON HERB CRUST
Crunchy breadcrumbs mixed with

Minimum size: 26 mm
Powder, Sugar, Dried Garlic, Energy 1489kJ/3525kCal 2010kJ/475kCal lemon add a ZINGY element to
Onion Powder, Vegetable Protein 8.1g 10.9g your chicken or fish.
Carbohydrate 66.8g 90.2g
Oil, Salt, Lemon Oil.
Of Which Sugars 14.8g 20.0g Coat your CHICKEN or FISH generously PENNE
Allergens: contains Gluten Fat 5.8g 7.8g with the herb crust before cooking in
and Wheat. Of Which Saturates 0.77g 1.04g
the oven. Or, sprinkle over cauliflower
bronze cut for
135g
Fibre
Sodium
3.5g
1715mg
4.7g
2315mg cheese then brown under the grill extra texture
Each serving provides for a delicious lemony crunch.
Best Before End: See side of pot.
Saturates Saturates Saturates Saturates Saturates
20.0g 20.0g 20.0g 20.0g 20.0g
Where is it from: Made in UK.
LEMON
How to keep it: Store in a cool dry place.

20% 20% 20% 20% 20%

Once opened, make sure you put the lid firmly HERB CRUST
back on to keep the product air tight.
Write to us at: add a zesty crunch
of an adult's daily amount Fiddes Payne Ltd,
Unit 3a, Thorpe Park,
to chicken or fish
Thorpe Way, Banbury,
Oxfordshire OX16 4SP Each serving provides
www.fiddespayne.co.uk
At this size all type is 5pt in Manufactured by Fiddes Payne
Portrait © Chris Terry 2009
PET
PLEASE
Saturates Saturates Saturates Saturates Saturates
20.0g 20.0g 20.0g 20.0g 20.0g
20% 20% 20% 20% 20%
Scan me tiger! Jamie Oliver is a registered trademark RECYCLE of an adult's daily amount wanna know more...jamieoliver.com
Futura Std Medium Condensed
100g pasta provides
Calories Sugar Fat Saturates Salt
357g 0g 1.5g 0g 0g
18% 0% 2% 0% 0%
of an adult's daily amount

Vertical orientation Not enough room for GDA under the Front Product Descriptor. Ensure GDA is moved to Jamie’s left shoulder.

Minimum size: 31.25 mm GREEN PESTO Ingredients: Basil (47%), Sunflower

of an adult's daily amount

Each a 1/4 Jar provides

GLASS Calories
PLEASE 200g
RECYCLE This is a traditional Italian recipe Oil, Extra Virgin Olive Oil, Italian Hard
10% Grated Cheese, Cashew Nut Flour,
190g
made in the heart of Liguria. It’s
of an adult's daily amount

Each a 1/4 Jar provides

Calories Sugar great tossed with FRESHLY cooked Pecorino Cheese, Pine Nuts, Garlic
200g 1.7g
spaghetti, a handful of Parmesan Paste, Sugar, Acidity Regulator (Lactic
10% 2% Acid), Antioxidant (Ascorbic Acid), Salt.
Jamie Oliver is a registered trademark

cheese and a lug of good olive oil.

Sugar Fat You only need a little to make food
1.7g 20.1g Allergens: Contains nuts and milk
Portrait © Chris Terry 2009

RICH and DELICIOUS.

2% 29% Nutrition Information
Fat Saturates Hints & Tips: A little goes a long way. Typical Values Per 100g
20.1g 3.6g Try folding through mashed potato. Energy
29% GREEN PESTO 18% Protein
1774kJ/430kCal
6.9g
Best Before End: See jar
Saturates
3.6g a tasty classic Salt
1.4g
Where is it from: Made in Italy
Carbohydrate
Of Which Sugars
5.2g
3.6g
18% 24% Fat 42.4g
Salt How to keep it: Store in a cool dry place. Once Of Which Saturates 7.6g
1.4g opened refrigerate and use within 14 days. Fibre 2.4g
24% Write to us at: Avilton Food Ltd, Sodium 1.2g
*Salt Equivalent 3.0g
Malvern House, Matford Court, Yeoford Way,
scan me tiger! Exeter EX2 8LB, UK wanna know more...jamieoliver.com

At this size all type is 5pt in

Futura Std Medium Condensed All Jars to follow this position for GDA.
40
MASS: VEGETARIAN SYMBOL
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.

end: See side of pot.

from: Made in the UK.
p it: Store in a cool dry place.
, make sure you put the lid firmly
ep the product air tight.
; Fiddes Payne Ltd,
pe Park,
Banbury,
OX16 4SP
ayne.co.uk
by Fiddes Payne PET
Chris Terry 2009 PLEASE
registered trademark RECYCLE

ow more...jamieoliver.com

41
MASS: JAR LID LAYOUT
Please ensure all lids follow the design shown here.
All lids should use the logo along with the strapline ‘honest ingredients, lovely food’.

Pantone 4975 C
This colour is to be used
exclusively for all lids and SRPs
PANTONE
4975 C

od
ho

es
fo

ITC Century Std – Book

ly
n

t in e
gredients, l o v
lowercase

42
MASS: EXCEPTIONS
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

GOOD, SOLID 24CM
Front Product Descriptor when the Jamie logo is
SAUTÉ PAN & LID smaller than would normally be on this size pack.
hard-working,
hard-wearing
& versatile 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.

STAINLESS STEEL
THERMO-SPOT™ HARD BASE STAINLESS STEEL RIVETED STAINLESS GLASS LID
STEEL HANDLE

43
MASS: PRODUCT CATEGORY RULES

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.

FOOD HOUSEHOLD EQUIPMENT PERSONALITY-DRIVEN

indoor cookware
& electrical

outdoor preparation

44
MASS: FOOD
PENNE
bronze cut for
extra texture

PANTONE
4975 C
OLIVE, GARLIC TOMATO & CHILLI RED ONION
& TOMATO PASTA SAUCE & ROSEMARY
PASTA SAUCE a heart-warming PASTA SAUCE

Pantone 4975 C
a tasty partnership classic a fragrant favourite

Calories
357g
100g pasta provides
Sugar
0g
Fat
1.5g
Saturates
0g
Salt
0g
This colour is to be used
exclusively for all lids and SRPs
18% 0% 2% 0% 0%
of an adult's daily amount
od
ho

es
fo

ly
n

t in
gredients, love
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.
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 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
TOMATO & BASIL
Products should be an endorsement from Jamie explaining why he chose the product or its provenance.
PASTA SAUCE Back of pack should focus on bringing out the flavours and any points of difference, while the tip from
honest Italian Jamie should be created by the Food Team and give an idea of usage.
flavours
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).
45
MASS: FOOD
colour palette
Food colours should be chosen to reflect the taste values of the product and to compliment the other flavour variants.
Below are examples for Antipasti.

ANTIPASTI

PANTONE PANTONE PANTONE PANTONE PANTONE

7406 C 7489 C 383 C 7536 C Warm Red C

GRILLED RED & ARTICHOKE GREEN OLIVES BLACK OLIVES SUNDRIED

YELLOW PEPPERS HEARTS TOMATOES

46
MASS: HOUSEHOLD
Indoor

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 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 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
(See Mass Naming section on page 12).
47
MASS: HOUSEHOLD
Indoor colour palette
The Indoor colour palette includes fresh, confident colours that are rich and complement each other.

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

7406 C 7489 C 7466 C 659 C 7446 C 7432 C

KEEP IT SIMPLE KEEP IT SIMPLE BOTTOM LINES KEEP IT SIMPLE CHEEKY MUGS 5 A DAY
x8 SERVERWARE x4 x12 BLUE x8 x29 x5

48
MASS: HOUSEHOLD
Outdoor TOUGH
BBQ TONGS
TOUGH
BBQ TONGS
essential essential
outdoor kit outdoor kit

Comments or Questions Comments or Questions

Write to us at: Merison b.v Write to us at: Merison b.v
P.O. Box 214, P.O. Box 214,
3750 GE Bunschoten, 3750 GE Bunschoten,
The Netherlands The Netherlands
Manufactured by Merison Manufactured by Merison
Made in China Made in China
CARDBOARD CARDBOARD
PLEASE PLEASE
RECYCLE RECYCLE

wanna know more wanna know more

...jamieoliver.com ...jamieoliver.com
scan me tiger! scan me tiger!

Photography © Chris Terry 2009 Photography © Chris Terry 2009

Jamie Oliver is a registered trademark Jamie Oliver is a registered trademark

TOUGH BBQ TONGS

essential outdoor kit

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 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.
TOUGH BBQ TONGS
essential outdoor kit
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 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
(See Mass Naming section on page 12). 49
MASS: HOUSEHOLD
Outdoor colour palette & images
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.

PANTONE PANTONE
583 C 291 C

GRASS SKY

IMAGE
ONLY

PANTONE
298 C

SKY

Grass Sky
File name: JO_GRASS.eps File name: JO_SKY_DUO.eps
Greyscale Single colour tone image Pantone 298 C
Image overprints Pantone 583 C (Monotone)
Please print using Pantone 298 C
50
MASS: EQUIPMENT
Cookware & Electrical

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.
Copy Tone: Purposeful passion, dialling up energetic voice.
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 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
(See Mass Naming section on page 12).
51
MASS: EQUIPMENT
Cookware & Electrical colour palette
The Cookware colour palette has been selected to create standout and easy identification.

PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE

7459 C 3105 C 659 C 673 C 184 C 529 C

STAINLESS STEEL HARD ENAMEL HARD ANODISED NON STICK CAST ELECTRICALS
x10 x12 x12 x12 ALUMINIUM x4
x12

52
MASS: EQUIPMENT
Preparation

EASY SCOOP
CUILLÈRE
À GLACE
BEQUEMER
PORTIONIERER

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 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: Colours have been selected for standout and easy identification.
Copy Tone: Purposeful passion, dialling up energetic voice.
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 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
(See Mass Naming section on page 12).
53
MASS: EQUIPMENT
Preparation colour palette
The Preparation colour palette has been selected to create standout and easy identification.

PANTONE PANTONE PANTONE

701 C 3248 C 543 C

EQUIPMENT UTENSILS KNIVES

54
MASS: PERSONALITY-DRIVEN PRODUCTS

These products sit in both Mass and Premium retail

environments, but they should always follow the
Mass design rules for their particular category. The
only differences are that the strapline can be removed
and the personality range name can be used instead
of a Product Name.

CHEEKY MUG
one lump
or two

55
INSTRUCTIONS
PREMIUM

56
PREMIUM: TONE OF 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 The tone shifts slightly between Mass * This is the brand tone of voice
language. Impart knowledge and expertise and Premium: in Mass, there is more and not instructions for writing
with others in a generous and easy, yet freedom to be playful and fun because copy in Jamie Oliver’s own voice.
Any requests for copy from
confident way. Use genuine and accessible the products are everyday and simple,
Jamie should be directed to your
words to explain product benefits. so play up the energetic tone. Whereas Licensing Manager.
in the Premium Range the playful tone
Energetic should be much subtler and the emphasis
Punchy, inspiring descriptions that are full should be on straight-talking language to
of Jamie’s trademark passion and fun. reflect the quality.
Use fresh language peppered with playful
words to instill enthusiasm and love for
good food and good life.

57
PREMIUM: NAMING
There are three types of names used over the different Product Categories.
The first two apply to Mass products and are explained on page 12.
The third is used on all Premium products and combines a straight-talking
adjective with the Product Name. The adjective should use natural,
evocative language that highlights the stylish and Premium nature
of these products. e.g. Professional Knife Block.

58
PREMIUM: LOGO
The logo is made up of Jamie’s name with a strapline lockup, Get Inspired, to clarify the
difference between the Mass and Premium Range and the benefits that Jamie brings to the
consumer at each price point.
The below logo must always be used*.

Get Inspired:
The Premium Range reflects his enthusiasm for quality products with both form and function. You can
trust the Jamie Oliver brand to have created products that will perform better than our competitors.
It’s about inspiring people with stylish pieces that really work.

*The exceptions are Gifting, smaller products and moulds which all use a plain logo without the strapline (See relevant Product Category
section or Trademarks section on page 87 or 104 for further details).

59
PREMIUM: LOGO
dos and don’ts

As a rough guide, always leave a Never change the font of the logo. Never change the spacing between Never lean to the left or right.
suitable amount of clear space around the letters.
the logo.

Never stretch or squash the letters, vertically or horizontally. Never change the strapline in the Do not adjust the colour of the logo,
centre, or play with its relation to always use Pantone 877 C except on
the name. Off-pack & POS (See Off-pack & POS
section page 102.)

60
PREMIUM: LOGO
sizing
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.

MINIMUM
WIDTH:
34mm

61
PREMIUM: COLOUR PALETTE

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 strapline “Get Inspired”
and Product Name. This colour should be taken from
the Mass colour palette and where possible be relevant
to the product.

62
PREMIUM: COLOUR PALETTE

PANTONE PANTONE PANTONE

9043 C 424 C 877 C
* 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).

C 0% C 38%
M 1% M 20% ** This colour has CMYK values that differ from the standard CMYK
Y 7%
K 4%
Y 19%
K 60%
breakdown. They have been optimised to provide an improved result.
PANTONE PANTONE
Colour target remains the Pantone colour.
9043 C 424 C

**

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.

63
PREMIUM: JAMIE PHOTOGRAPHY
Jamie’s image appears on all products and on all branded communications.
Please note that two different Jamie image files are used when being applied to either Pantone colour.
Please see below for details.

IMPORTANT:
Please note the addition of a
tint behind the Jamie image
when using Pantone 424 C.

Please reference supplied artwork and

Licensing Manager for details.

Premium: Premium:
Jamie the chef Jamie the chef
Pantone 9043 C Pantone 424 C
File Name: JO_PREMIUM_LIGHT.eps File Names: JO_PREMIUM_DARK.eps + JO_PREMIUM_DARK_White.psd

64
PREMIUM: PHOTOGRAPHY
dos and don’ts

Always use image in monochrome Never use in colour Never use simply as black and Never position anywhere other
with a background colour wash white image than bottom right

Servers Set
solid and stylish in
a brushed finish

Never cover with copy Never force the image into the Never position the image around
given space – leave an area of a corner
blank space round the image
65
PREMIUM: PHOTOGRAPHY
non-food front of pack
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.

66
PREMIUM: PHOTOGRAPHY
non-food back of pack
Premium packaging uses inspirational compositions of the product on the back of pack.

16-Piece Starter Set

dress for dinner
For effortless style you can't beat this white porcelain set that contains
dinner plates, cheese plates, mugs and bowls. They are hard-wearing and
tough, but thanks to their subtle, textured design look perfectly at home

We have used these 2 examples to demonstrate

on a smart dinner table.

“Lorem ipsum natum solum sonet at eos, congue ubique eligendi ut sea,
ridens essent fastidii ea pro. His omnesque menandri temporibus in, pro

how the photography can work in different ways

mucius nominati accusamus ei. Vim dolore putent interesset te.”

on different shaped structures. Although the

images shown filter into the pack differently they
highlight the key requirement of the photography
Professional Knife Block which is to hero the product and its potential
give your prep the edge

Bloc Couteaux 5 Pièces

Messerblock 5-Tlg
Bloc Couteaux 5 Pièces
Messerblock 5-Tlg
use in a simple and premium style using lifestyle
photography. They demonstrate how the shot
Bloc Couteaux 5 Pièces

“When it comes to preparing food, having the right knife

Write to us at: 4 Mugs for the right job is so important. Investing in well-made
Garanti

should be taken to blend into the background

Churchill Plc Dining In, 4 Side Plates knives, like these professional-quality ones, is something
25

G
ie

ar
Garant
Marlborough Pottery, High Street, 4 Cereal bowls you’ll never regret.”

antía
CARDBOARD Tunstall, Stoke-on-Trent, Straffordshire, ST6 5NZ 4 Dinner Plates
PLEASE YEAR
RECYCLE T: +44(0)1782 577566 F:+44(0)1782 524593 www.churchillchina.biz Manufactured by Queens Ga
u ar ant ee

colour in a premium way.

Portrait © Chris Terry 2009
Jamie Oliver is a registered trademark wanna know more...jamieoliver.com Made in China

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.

Please note all photography must be approved by your Licensing Manager prior to artwork.

67
PREMIUM: PHOTOGRAPHY
non-food back of pack
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).

16-Piece Starter Set

dress for dinner
For effortless style you can't beat this white porcelain set that contains
dinner plates, cheese plates, mugs and bowls. They are hard-wearing and
tough, but thanks to their subtle, textured design look perfectly at home
on a smart dinner table.

“Lorem ipsum natum solum sonet at eos, congue ubique eligendi ut sea,
ridens essent fastidii ea pro. His omnesque menandri temporibus in, pro
mucius nominati accusamus ei. Vim dolore putent interesset te.”

Write to us at: 4 Mugs

Churchill Plc Dining In, 4 Side Plates
Marlborough Pottery, High Street, 4 Cereal Bowls
CARDBOARD Tunstall, Stoke-on-Trent, Straffordshire, ST6 5NZ 4 Dinner Plates
PLEASE
RECYCLE T: +44(0)1782 577566 F:+44(0)1782 524593 www.churchillchina.biz Manufactured by Queens
Portrait © Chris Terry 2009

68
Jamie Oliver is a registered trademark wanna know more...jamieoliver.com Made in China
PREMIUM: PHOTOGRAPHY
food
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.

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.

Considerations when commissioning new photography:

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 Professional Knife Block
give your prep the edge
information & contact details).
Bloc Couteaux 5 Pièces Bloc Couteaux 5 Pièces
Messerblock 5-Tlg Messerblock 5-Tlg
All photography terms, including terms for the use of the photographs, should be Bloc Couteaux 5 Pièces

handled by the Licensee. “When it comes to preparing food, having the right knife
for the right job is so important. Investing in well-made
Garanti
knives, like these professional-quality ones, is something
25

G
ie

ar
Garant
you’ll never regret.”
Please be aware that Jamie will expect all shoots to use natural light and freshly

antía
YEAR
cooked food. Ga
u ar ant ee

69
PREMIUM: TYPOGRAPHY
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.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
The Front Product Descriptor and back of pack copy should appear in Berhold Walbaum Book (medium) for a harmonious relationship with
the Product Name.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz

All fonts are from the Adobe Font Folio 11. (www.adobe.com/uk/products/fontfolio)

70
PREMIUM: TYPOGRAPHY

Berhold Walbaum Book

– medium small caps and oldstyle figures
Title Case

Berhold Walbaum Book – Medium

lowercase

16-Piece Starter Set

dress for dinner

Berhold Walbaum Book – Medium dishwasher and microwave safe

lowercase
(other info. only when required!)

71
PREMIUM: JAMIE’S SIGNATURE
This is only ever used on Premium products. It is applied to the back of pack as a sign off to a direct quote from Jamie.
The signature should sit below and to the right of his quote. It should be no smaller than 20mm and never bigger than 70mm.
Please do not distort the signature or use it on it’s own without a quote from Jamie.

Professional Knife Block

give your prep the edge

Bloc Couteaux 5 Pièces Bloc Couteaux 5 Pièces

Messerblock 5-Tlg Messerblock 5-Tlg
Bloc Couteaux 5 Pièces

“When it comes to preparing food, having the right knife

for the right job is so important. Investing in well-made
Garanti
knives, like these professional-quality ones, is something
25
G
ie

ar
Garant

you’ll never regret.”

antía

YEAR
Ga
u ar ant ee

72
PREMIUM: FRONT OF PACK SUMMARY
All elements of the pack should be balanced and in proportion to one another.

Logo
Name: Pantone 877 C (metallic ink).
Strapline: Get Inspired should take the variant accent colour.
Position: Logo should sit in the top left corner of the pack.
Gloss Varnish – not strapline.

Type
Product Name: Should take the variant accent colour.
Type should be in proportion to the logo and appropriately-sized
for the pack size. (See pages 74 – 80 for typography specifications.)
Front Product Descriptor: 75% Black

Photography
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).
16-Piece Starter Set
dress for dinner
Colour
dishwasher and microwave safe
Please refer to relevant Product Category page for use of colour.

73
PREMIUM: TYPE SPECIFICATION AND RULES
Below is an example of the typographic lock-up for Premium. This should be used as a guide to help create future artworks.

Typographic Rules
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.

See measurements on the left and type spec on the right.

All type sizes displayed in this example are for reference in regards to each another.
They are not actual sizes of typography.
BERTHOLD WALBAUM BOOK

16-Piece - MEDIUM SMALL CAPS & OLDSTYLE FIGURES

SIZE: 13PT
100%
Starter Set LEADING: 13PT

100%
dress for dinner BERTHOLD WALBAUM BOOK - MEDIUM
SIZE: 7.8PT
LEADING: 13PT

*Leading
Leading is the space between lines of type. It is generally measured
from baseline to baseline and expressed in points.

74
PREMIUM: FRONT OF PACK
sizing guide
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.

Small area Medium area Large area

50mm (approx) 100mm (approx) 250mm (approx)

16-Piece
Starter Set
dress for dinner

16-Piece Starter Set

dress for dinner

(visual scale 30%)

16-Piece
Starter Set
dress for dinner

(visual scale 60%)

75
PREMIUM: FRONT OF PACK
don’ts
This page shows some easy mistakes to avoid when sizing the logo, image and typography for the front of pack.

Small area Medium area Large area

50mm (approx) 100mm (approx) 250mm (approx)

16-Piece
Starter Set
dress for dinner

Ensure the size of the image is 16-Piece Starter Set

not too small on pack. dress for dinner

(visual scale 30%)

Never allow the type to become too big on the pack.

16-Piece 16-Piece
Starter Set Starter Set
dress for dinner dress for dinner

(visual scale 60%)

Never allow the image to become too big.

Ensure the copy always sits

at the bottom of pack and not
under the logo, if available. 76
PREMIUM: FRONT OF PACK
mutilingual
This page shows how to size and space any Product Name translations that may be required on the front of pack.

Small area Medium area Large area

50mm (approx) 100mm (approx) 250mm (approx)

16-Piece
Starter Set
dress for dinner
Positionnement de
Démarreur de 16 Parties
16 Stück Starter-Set

16-Piece Starter Set

dress for dinner
Positionnement de Démarreur de 16 Parties – 16 Stück Starter-Set

(visual scale 30%)

16-Piece
Starter Set
dress for dinner
Positionnement de
Démarreur de 16 Parties
16 Stück Starter-Set

(visual scale 60%)

77
PREMIUM: FRONT OF PACK
mutilingual don’ts
Here are shown some easy mistakes to avoid when creating a multilingual front of pack.

Small area Medium area Large area

50mm (approx) 100mm (approx) 250mm (approx)

16-Piece
Starter Set
16-Piece
Starter Set
16-Piece
Starter Set 16-Piece Starter Set
dress for dinner

16-Piece Starter Set

Ensure Product Name dress for dinner

translations are not the same 16-Piece Starter Set

size as English. dress for dinner

16-Piece (visual scale 30%)

Starter Set
dress for dinner
Never translate the typographic lockup in exact stlye as
non-multilingual lockup.
Positionnement de
Démarreur de 16 Parties
dress for dinner

16 Stück Starter-Set
dress for dinner
16-Piece
Starter Set
Positionnement de
Démarreur de 16 Parties (visual scale 60%)
16 Stück Starter-Set

dress for dinner Never translate the Front Product Descriptor.

Never place translations in between

Product Name and Front Product 78
Descriptor.
PREMIUM: FRONT OF PACK
multilingual exceptions
In some occasions space on front of pack might be limited and result in typographic specifications (See page 77) being unachievable.
Please see how the information is treated in these circumstances and how to prioritise the hierarchy of text. Some licensees may require
greater importance be given to Product Name translations. Please note how copy has been treated in response to this request (See fig C).

multilingual information hierarchy

Here is a simple rule to follow when all of the ideal amount of copy does not fit on to the front
Easy Scoop
face. Always ensure text is sized, spaced and ordered correctly (See page 77). Cuillère á Glace
Bequemer
Portioniererr

primary secondary

Logo Front Product Descriptor (English)

Product Name (English) Any other information required on
Product Name (Translation) front face. – i.e. Features

fig C

79
PREMIUM: FRONT OF PACK
centralising
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.

Easy Scoop
Cuillère á Glace
Bequemer
Portionierer

80
PREMIUM: BACK OF PACK
type specification
This page communicates back of pack type rules. These rules show how to accurately size and space type when creating future artworks
on any given size.

Back of pack type rules PRODUCT NAME:

BERTHOLD WALBAUM BOOK
– MEDIUM SMALL CAPS & OLDSTYLE FIGURE
Product Name and Back Product Descriptor are in
SIZE: SAME AS FRONT FACE
the same fonts, size and colour as the front of pack.
16-Piece Starter Set LEADING: SAME AS FRONT FACE
Long Back Product Descriptor 100%
dress for dinner
COLOUR: VARIANT COLOUR

Font size is 80% of the Back Product Descriptor font size. 100% For effortless style you can't beat this white porcelain set that contains
Leading* is 135% of Long Back Product Descriptor font size. dinner plates, cheese plates, mugs and bowls. They are hard-wearing and BACK PRODUCzT DESCRIPTOR:
tough, but thanks to their subtle, textured design look perfectly at home BERTHOLD WALBAUM BOOK
on a smart dinner table. - MEDIUM
Jamie Quote 100%
“Lorem ipsum natum solum sonet at eos, congue ubique eligendi ut sea, SIZE: SAME AS FRONT FACE
Font size is 75% of the Back Product Descriptor font size. ridens essent fastidii ea pro. His omnesque menandri temporibus in, pro
mucius nominati accusamus ei. Vim dolore putent interesset te.” LEADING: SAME AS FRONT FACE
Leading* is 135% of the Jamie Quote font size.
COLOUR: 75% BLACK

LONG BACK PRODUCT DESCRIPTOR:

BERTHOLD WALBAUM BOOK - MEDIUM

SIZE: 80% OF BACK PRODUCT DESCRIPTOR

LEADING: 135% OF LONG BACK PRODUCT DESCRIPTOR FONT SIZE
COLOUR: 75% BLACK

JAMIE QUOTE:
All mandatory copy is 100% Black. BERTHOLD WALBAUM BOOK - REGULAR
Consistent typefaces as Mass. SIZE: 75% BACK PRODUCT DESCRIPTOR
LEADING: 135% OF QUOTE FONT SIZE
Write to us at: 4 Mugs COLOUR: 75% BLACK
Churchill Plc Dining In, 4 Side Plates
Marlborough Pottery, High Street, 4 Cereal Bowls
CARDBOARD Tunstall, Stoke-on-Trent, Straffordshire, ST6 5NZ 4 Dinner Plates
PLEASE
RECYCLE T: +44(0)1782 577566 F:+44(0)1782 524593 www.churchillchina.biz Manufactured by Queens
*Leading Portrait © Chris Terry 2009
Jamie Oliver is a registered trademark wanna know more...jamieoliver.com Made in China

Leading is the space between lines of type. NB: All type sizes displayed in this example
are for reference in regards to each another.
They are not actual sizes of typography.
NB: All images that include food must have guidance from the Jamie Oliver Food Team.
Please contact the Licensing Manager for details.
81
PREMIUM: BACK OF PACK
type specification – only when no photography is available and type needs to be on back of pack.
This page communicates how to layout type on the back of pack for Premium. A landscape and portrait version has been included
to show how the design should be used within these average pack sizes. Please note that all other type apart from the Logo, Product
Name, Back Product Descriptor, Long Back Product Descriptor, Jamie Quote and Signature is in black.

30-Piece Cutlery Set Servers Set

solid and stylish in a brushed finish
solid and stylish in a brushed finish
PRODUCT NAME Whether tossing a salad or serving up a storm with your favorite
This great quality stainless steel cutlery looks perfect on any table and has been designed with BACK PRODUCT DESCRIPTOR pasta, these superb brushed steel servers are the best. Teamed
a contemporary brushed finish, superb balance and clean lines. Whether you’re tucking in with with my fantastic cutlery and designed with perfect balance and
LONG BACK PRODUCT DESCRIPTOR
mates or laying the table for something more formal, this hard wearing cutlery can’t be beaten. a clean style, they will look great on any table for years to come.
JAMIE QUOTE & SIGNATURE
“Lorem ipsum natum solum sonet at eos, congue ubique eligendi ut sea, ridens essent
PLEASE SEE PAGE 81 “Lorem ipsum natum solum sonet at eos, congue ubique

fastidii ea pro. His omnesque menandri temporibus in, pro mucius nominati accusamus FOR DETAILS . eligendi ut sea, ridens essent fastidii ea pro. His omnesque
menandri temporibus in, pro mucius nominati accusamus ei.
ei. Vim dolore putent interesset te.” Vim dolore putent interesset te.”

BERTHOLD WALBAUM BOOK This set includes:

This set includes:
- MEDIUM
100% Black

Caring for your servers

BERTHOLD WALBAUM BOOK
Caring for your cutlery - REGULAR
100% Black

BERTHOLD WALBAUM BOOK

- MEDIUM
100% Black

BERTHOLD WALBAUM BOOK

Write to us at:
Merison b.v, P.O. Box 214, 3750 GE Bunschoten,
- REGULAR
The Netherlands, www.merison.eu CARDBOARD
PLEASE 100% Black
Manufactured by Merison RECYCLE
Portrait © Chris Terry 2009
Jamie Oliver is a registered trademark wanna know more...jamieoliver.com Made in China

(visual scale 40%)

CARDBOARD
PLEASE
RECYCLE

Please note that mandatory info remains in Futura, as per MASS design. Made in China
Write to us at:
Merison b.v, P.O. Box 214,
(visual scale 40%)
3750 GE Bunschoten, The Netherlands, www.merison.eu
Manufactured by Merison
Portrait © Chris Terry 2009
wanna know more...jamieoliver.com Jamie Oliver is a registered trademark

82
PREMIUM: BACK OF PACK
multilingual – only when no photography is available and type needs to be on back of pack.
This page communicates the ideal way to lay out type on the back of pack for Premium multilingual where photography is unavailable.
A landscape and portrait version has been included to show how the design should be used within these average pack sizes.

There are exceptions to this where licensees may require all copy including the Long Back Product Descriptor to be translated.
Instructions for how to deal with these exceptions are outlined on page 84.
Servers Set
solid and stylish in a brushed finish
Whether tossing a salad or serving up a storm with your favorite
30-Piece Cutlery Set pasta, these superb brushed steel servers are the best. Teamed
with my fantastic cutlery and designed with perfect balance and
solid and stylish in a brushed finish a clean style, they will look great on any table for years to come.

This great quality stainless steel cutlery looks perfect on any table and has been designed with
a contemporary brushed finish, superb balance and clean lines. Whether you’re tucking in with
mates or laying the table for something more formal, this hard wearing cutlery can’t be beaten.

This set includes:

Caring for your servers

This set includes: This set includes: This set includes: This set includes:

This set includes:

Caring for your servers

Caring for your cutlery Caring for your cutlery Caring for your cutlery Caring for your cutlery

This set includes:

Caring for your servers

This set includes:

Write to us at: Caring for your servers

Merison b.v, P.O. Box 214, 3750 GE Bunschoten,
The Netherlands, www.merison.eu CARDBOARD
PLEASE
Manufactured by Merison RECYCLE
Portrait © Chris Terry 2009
Jamie Oliver is a registered trademark wanna know more...jamieoliver.com Made in China

(visual scale 40%) CARDBOARD

PLEASE
RECYCLE

(visual scale 40%)

Please note that mandatory info remains in Futura, as per MASS design. Made in China
Write to us at:
Merison b.v, P.O. Box 214,
3750 GE Bunschoten, The Netherlands, www.merison.eu
Manufactured by Merison
Portrait © Chris Terry 2009
wanna know more...jamieoliver.com Jamie Oliver is a registered trademark

83
PREMIUM: BACK OF PACK
multilingual exceptions
In some occasions space on back of pack might be limited and result in typographic specifications (See page 83) 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. Back Product Descriptor, 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 D).

Basting Brush
The easy spread mesh, positioned between

multilingual information hierarchy

the silicone bristles, holds and releases
more sauce so coating food is super-efficient.
Durable silicone bristles will not shed or change
shape over time.

Heat resistant to 200ºC/392ºF.

Here is a simple rule to follow when all of the ideal amount of copy does not fit onto the back F Pinceau
La grille située entre les poils en
silicone permet un étalage facile. Elle
NL na verloop van tijd.
Hittebestendig tot 200ºC/392ºF.
Basting børste
retient puis libère plus de sauce, pour

face. Always ensure text is sized, spaced and ordered correctly (See page 83). étaler en toute efficacité. Maskevævet mellem silikonehårene
oils résistants en silicone qui ne se holder og udløser mere sovs, hvilket gør
tomberont ni ne changeront de forme smøringen supereffektiv.
au fil du temps. Holdbare silikonehår, der ikke vil
Résiste à des températures allant ES trævle eller miste formen efter længere
jusqu’à 200°C/392°F. tids brug.
Tåler varme op til 200ºC/392ºF.
D Bratpinsel
Die zwischen den Borsten platzierten Brocha de cocina
Streuporen geben auf Wunsch mehr La malla de extensión, colocada entre
oder weniger Soße ab; das Bepinseln las cerdas de silicona, retiene y extiende
der Lebensmittel wird dadurch äußerst más
effizient. salsa de ahí que cubrir los alimentos
Widerstandsfähige Silikon-Borsten sea super-eficaz.
fallen nicht aus und nutzen sich mit der Cerdas de silicona duraderas que no se
Zeit auch nicht ab. desprenderán o deformarán con el paso
Hitzebeständig bis 200ºC/392ºF. del tiempo.

primary secondary
DK Resistente al calor 200ºC/392ºF.
Bakkwast
De mazen, die tussen de siliconen
haren
zitten, houden meer saus vast en geven
meer saus af zodat eten bestrijken
superefficiënt wordt.
Duurzame siliconenhaartjes vallen
niet uit en veranderen niet van vorm

Product Name (English) Long Back Product Descriptor (English) Write to us at:
DKB Household UK Limited,
Farnborough, GU14 7UE, UK
Tel: +44 (0) 1252 828055

Product Name (translations)

Email: [email protected] www.dkbhh.com
wanna know more...jamieoliver.com

Back Product Descriptor (English) scan me tiger!

Key information (English)

– i.e. features, mandatory
Jamie Quote (English) Made
in China
Portrait © Chris Terry 2009

Key information (translations) Logo

Jamie Oliver is a registered trademark

CARDBOARD
PLEASE
RECYCLE

Designed and developed by Jamie Oliver

and DKB Household UK Limited
© Jamie Oliver 2010

JB3500
XJ58122
fig D

84
PREMIUM: SIDE OF PACK
This page shows how to layout the side of pack for Premium. 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.

Features
Servers Set UK 18/10 brushed stainless steel UK Acier inoxydable brossé 18/10
Dishwasher safe Resistant au lave-vaisselle
solid and stylish UK Gebürsteter rostfreier Stahl 18/10 UK Geborsteld roestvrij staal 18/10
in a brushed finish Spülmaschinenbeständig Vaatwasmachinebestendig

30-Piece Cutlery Set Servers Set

solid and stylish Professional Knife Block
solid and stylish in a brushed finish in a brushed finish
give your prep the edge
“When it comes to preparing food, having the right knife for the right job is
so important. Investing in well-made knives, like these professional-quality
ones, is something you’ll never regret.”

Included are five knives:

1 11cm/4” paring knife: ideal for peeling and slicing small fruit and vegetables.
2 15cm/6” utility knife: an essential knife which can be used for most
peeling and slicing jobs.
3 19cm/7½” chef’s knife: for chopping and dicing.
4 22cm/8½” bread knife: effortlessly cuts through thick crusts in clean slices.
5 20cm/8” carving knife: makes easy work of carving medium sized roasts.
Features
F Cinq fantastiques couteaux de cuisine 2 15cm universeelmes: een essentieel mes
UK 18/10 brushed stainless steel et un bloc à couteaux
give your prep the edge
dat voor de meeste schil- en snijklussen
gebruikt kan worden.
Dishwasher safe “When it comes to preparing food, having
the right knife for the right job is so
3 19cm koksmes: voor het fijnhakken en in
dobbelsteentjes snijden.
important. Investing in well-made knives, 4 22cm broodmes: snijdt moeiteloos dunne
UK Gebürsteter rostfreier Stahl 18/10 like these professional-quality ones, is
something you’ll never regret.”
plakjes door dikke korsten.
5 20cm trancheermes: maakt licht werk van
Spülmaschinenbeständig Cinq couteaux sont inclus: middelgrote braadstukken.
1 Couteau à légumes 11 cm: idéal pour
peler et couper de petits fruits et légumes.
DK Fem fantastiske køkkenknive med
UK Acier inoxydable brossé 18/10 2 Couteau utilitaire 15 cm: un couteau

30-Piece Cutlery Set

essentiel, adapté à la plupart des travaux knivblok

Resistant au lave-vaisselle de pelage et découpage. give your prep the edge

All examples have been 3 Couteau de chef 19 cm : pour couper et “When it comes to preparing food, having
émincer. the right knife for the right job is so
important. Investing in well-made knives,
UK Geborsteld roestvrij staal 18/10 4 Couteau à pain 22 cm : coupe les croûtes
les plus dures sans effort et en tranches like these professional-quality ones, is

solid and stylish in a brushed finish

something you’ll never regret.”
Vaatwasmachinebestendig
scaled by 40%
propres.
5 Couteau à découper 20 cm : pour faciliter Cinq couteaux sont inclus:
le découpage de rôtis de taille moyenne. 1 11cm skrællekniv: Ideel til at skrælle og
skære små frugter og grøntsager i skiver.
2 15cm multikniv: En meget nyttig kniv, der
D Fünf hervorragende Küchenmesser und kan bruges til næsten alt skrælle- og
ein Messerblock snittearbejde.
give your prep the edge 3 19cm kokkekniv: Beregnet til at hakke og
“When it comes to preparing food, having skære i terninger.
the right knife for the right job is so 4 22cm brødkniv: Giver dig fine skiver brød,
important. Investing in well-made knives, idet den med legende lethed skærer
like these professional-quality ones, is gennem tykke skorper.
something you’ll never regret.” 5 20cm forskærerkniv: Med denne kniv er
Cinq Enthalten sind fünf Messer: det den letteste sag i verden at skære en
1 11cm Schneidemesser: ideal, um kleine medium stor steg i skiver.
Früchte und Gemüse zu schälen und zu
schneiden.
ES Cinco fantásticos cuchillos de cocina y
2 15cm Allzweckmesser: ein
unentbehrliches Messer für die meisten taco de madera para cuchillos
Schäl- und Schneidearbeiten. give your prep the edge
3 19cm Chefmesser: für Hack- und “When it comes to preparing food, having
Würfelarbeiten. the right knife for the right job is so
4 22cm Brotmesser: für müheloses Schneiden important. Investing in well-made knives,
dicker Brotkrusten in saubere Scheiben. like these professional-quality ones, is
5 20cm Tranchiermesser: ermöglicht ein something you’ll never regret.”
einfaches Tranchieren mittelgroßer Braten. Incluye cinco cuchillos:
1 Cuchillo de cocina de 11cm: ideal para

Professional Series
pelar y cortar pequeñas frutas y verduras.
NL Vijf super keukenmessen en blok 2 Cuchillo multiusos de 15cm: un cuchillo
give your prep the edge esencial que se puede usar para pelar y
“When it comes to preparing food, having cortar generalmente.

Saucepan 18cm/2.1l
the right knife for the right job is so 3 Cuchillo de chef de 19cm: para trocear y
important. Investing in well-made knives, cortar en dados.
like these professional-quality ones, is 4 Cuchillo de pan de 22 cm: corta sin
something you’ll never regret.” esfuerzo rebanadas perfectas a través de
De set bestaat uit vijf messen: cortezas gruesas.

style that works hard 1 11cm officemes: ideaal voor het schillen
en snijden van kleine groente en fruit.
5 Cuchillo de trinchar de 20 cm: facilita el
trabajo con asados de tamaño medio.

(18cm/2.1L) Hard Anodized Saucepan

(18cm/2.1L) Hard Anodized Saucepan
(18cm/2.1L) Hard Anodized Saucepan

Hard Anodized
Thermo-Spot™ Hard Base Stainless Steel Riveted Stainless Glass Lid 1 2 3 4 5
Steel Handle

85
PREMIUM: EXCEPTIONS
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.

Professional Series
Saucepan 18cm/2.1l
style that works hard
(18cm/2.1L) Hard Anodized Saucepan
(18cm/2.1L) Hard Anodized Saucepan
(18cm/2.1L) Hard Anodized Saucepan

Hard Anodized
Thermo-Spot™ Hard Base Stainless Steel Riveted Stainless Glass Lid
Steel Handle

86
PREMIUM: PRODUCT CATEGORY RULES
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.

HOUSEHOLD EQUIPMENT

cookware
& electrical

preparation

87
PREMIUM: HOUSEHOLD

Pantones for Premium Household

PANTONE PANTONE PANTONE
9043 C 424 C 877 C

CHALKY WHITE DOLPHIN GREY LOGO ONLY

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.
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.
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
16-Piece Starter Set
dress for dinner reason for buying from Jamie.
dishwasher and microwave safe

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).
Signature: This should accompany the Jamie Quote.
88
PREMIUM: EQUIPMENT
premium cookware & electrical
Pantones for Premium Cookware & Electrical

PANTONE PANTONE PANTONE Logo: the logo is always clearly displayed at the top of the print area to the left-hand side with the
9043 C 424 C 877 C “Get Inspired” strapline in an accent colour reflecting the product. It always appears in metallic
CHALKY WHITE DOLPHIN GREY LOGO ONLY 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.
Image: Jamie 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.
Copy Tone: Purposeful passion, dialing up straight-forward voice.
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.
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).
Signature: This should accompany the Jamie Quote.
89
PREMIUM: EQUIPMENT
premium preparation

Pantones for Premium Preparation

PANTONE PANTONE PANTONE
9043 C 424 C 877 C

CHALKY WHITE DOLPHIN GREY LOGO ONLY

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.
Garanti

Image: Jamie the chef. The shot is authoritative, yet still friendly, with Jamie standing side on,
G

25
ie

ar
Garant

antía

YEAR

looking directly at the camera and wearing a smart t-shirt.

Ga
u ar ant ee

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.
Copy Tone: Purposeful passion, dialing up straight-forward voice.
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.
Copy Hierarchy - Front of Pack: Creative Name + Front Product Descriptor
(See Premium Naming section on page 58).
Professional
Knife Block
give your prep the edge
Copy Hierarchy - Back of Pack: Creative Name + Back Product Descriptor + Long Back Product
Bloc Couteaux 5 Pièces Descriptor + Jamie Quote (See Premium Naming section on page 58).
Messerblock 5-Tlg

Signature: This should accompany the Jamie Quote.

90
INSTRUCTIONS
GIFTING

91
GIFTING:

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.
Image: Image should reflect the relevant products, ie. Food gift should have the Jamie enjoying
KEEP
IT SI
MP LE food image. The image should appear on the bottom right-hand side of pack in monochrome
arm
T
GIFT SE self with
your kit
with a colourwash of the pack colour.
outdoor
the best

Product Photography: When product is hidden, a simple product shot on front of pack.

KEEP IT SIMPLE
Colour palette: One rich and neutral colour is used for the category to enable easy
EXTRA VIRGIN
OLIVE OIL
a true Italian original identification with a choice of four bright accent colours to add personality. Use whichever
accent colour best reflects the product.
Copy Tone: Purposeful passion, dialling up energetic voice.
ITALIAN OLIVE OIL AND POURER SET
drizzle with true Italian flair for great
Copy Content: The Long Back Product Descriptor should include the most interesting,
tasting salads, pasta and pizza
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)
Copy Hierarchy - Back of Pack: Straight Product Name + Long Back Product Descriptor
(See Mass Naming section on page 12).
92
GIFTING
Gifting
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.

GIFTING ACCENT COLOURS

PANTONE PANTONE PANTONE PANTONE PANTONE

7528 C 7406 C 529 C Warm Red C 7466 C

C 5%
M 10%
Y 17%
K 15%
PANTONE
7528 C

93
GIFTING
layout
The layout of all elements should be based on the Mass category rules.
The nature of gifting structures often means that the branding space
will be limited on front of pack. In these instances please refer to the
exceptions section throughout the guidelines for guidance on how
to layout all elements in the most balanced way. Please note that the
Jamie logo does not include a strapline.

MP LE
IT SI
KEEP

T
GIFT SE self with
arm youroutdoor kit
the best

KEEP IT SIMPLE

EXTRA VIRGIN
OLIVE OIL
a true Italian original

ITALIAN OLIVE OIL AND POURER SET

drizzle with true Italian flair for great
tasting salads, pasta and pizza

94
GIFTING
sed within these average pack sizes.
accent colour
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.

MP LE
IT SI
KEEP

T
GIFT SE self with
arm youroutdoor kit
the best

KEEP IT SIMPLE

EXTRA VIRGIN
OLIVE OIL
a true Italian original

ITALIAN OLIVE OIL AND POURER SET

drizzle with true Italian flair for great
tasting salads, pasta and pizza

95
GIFTING
exceptions
If the gift includes an image of Jamie then another image of Jamie does not need to be positioned on pack.

MP LE
IT SI
KEEP

T
GIFT SE self with
arm youroutdoor kit
the best

KEEP IT SIMPLE

EXTRA VIRGIN
OLIVE OIL
a true Italian original

ITALIAN OLIVE OIL AND POURER SET

drizzle with true Italian flair for great
tasting salads, pasta and pizza

96
PACKAGING
SPECIFICATIONS

97
THE ENVIRONMENT
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.

98
PRODUCTION FINISHES
The finish for both Mass and Premium is a smooth matt varnish to provide a tactile element to
the packaging.
Premium has an additional metallic silver ink used for the logo and has a spot gloss UV varnish
over the logo to enhance the reflective qualities of the ink.

99
OFF-PACK & POS

100
OFF-PACK POS: MASS
Clean, simple replication of packaging architecture for trade show banners, posters, bus stops, shelf ends, cards, postcards etc. The
barker and trade show banner examples show clean use of photography which heroes the product and or Jamie. Engaging copy lines
which follow the Jamie Oliver tone of voice add personality.
The Jamie Oliver logo must feature where possible to the top left of the communication with the Jamie image bottom right, following
the Mass packaging layout rules. If a product visual is used featuring an on pack Jamie image an additional Jamie image must
not be used. In all other instances a Jamie image must be placed on all communications. 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.

HONEST FOOD,
PANTONE PANTONE PANTONE PANTONE PANTONE
Warm Red C 7406 C 7466 C 7446 C 7528 C LOVELY INGREDIENTS
Brand Colours Background colour
(Optional)

SPICY OLIVE, TOMATO & BASIL TOMATO & CHILLI RED ONION AUBERGINE & OLIVE
GARLIC & TOMATO PASTA SAUCE PASTA SAUCE & ROSEMARY PASTA SAUCE
PASTA SAUCE hoest Italian a heart-warming PASTA SAUCE mellow rustic
a tasty partnership flavour classic a fragrant favourite cooking

NEW SAUCE.
ENOUGH SAID

BARKER TRADE SHOW BANNER

101
OFF-PACK POS: PREMIUM
Clean, simple replication of packaging architecture for trade show banners, posters, bus stops, shelf ends, cards, postcards etc. The barker
and trade show banner shows Premium photography of Jamie or lifestyle shots which heroes Jamie or the products Jamie endorses.
Engaging copy lines adds personality and become the primary communication which follow the Jamie Oliver tone of voice.
The Jamie Oliver logo must feature where possible to the top left of the communication with the Jamie image bottom right, following
the Premium packaging layout rules. If a product visual is used featuring an on pack Jamie image an additional Jamie image must not be
used. In all other instances a Jamie image must be placed on all communications. One of the 2 Premium brand colours must be used as a
background colour. An accent colour for the strapline should being taken from the Mass or brand colour palette.

have the edge

PANTONE PANTONE in the kitchen
9043 C 424 C

CHALKY WHITE DOLPHIN GREY

have the edge in the kitchen

BARKER TRADE SHOW BANNER

102
TRADEMARKS, APPROVAL
& CONTACT

103
TRADEMARKS, APPROVAL
& CONTACT
TRADEMARKS
Packaging:
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.

APPROVALS
All designs and copy must be approved by the Licensing Manager. This includes packaging, POS, advertising, PR and any
other communications associated with the brand. Please contact the relevant Manager for more information on the FRV
Brand Approval Process.
CONTACTS
For any queries please contact your relevant Licensing Manager
Food: Non-food:
Melanie Goodfellow Jodie Sanders
E: [email protected] E: [email protected]
T: 020 3375 5281 T: 020 3375 5280
A: 19 – 21 Nile Street, London, N1 7LL A: 19 – 21 Nile Street, London, N1 7LL
104