In a world where making healthier choices is often perceived as restrictive and limiting, Hartley’s 10 Cal Jelly is celebrating choice and positivity as part of a balanced lifestyle. Having been in the market for 7 years, Hartley’s 10 Cal packaging design was not working as hard as it could to reflect the brand’s role in its consumers’ lives; people wanting to live a fun and well-balanced lifestyle.
To evolve the brand to represent the emotional promise of its low-calorie jelly ranges, we set out to redesign Hartley’s 10 Cal to make it feel less functional and more liberated, vibrant and joyful.
A contemporary new graphic language across all assets and touchpoints celebrates the freedom of feeling good. The iconic Hartley’s masterbrand has been elevated above the playful new logotype - a spoon icon in the centre of the ‘0’ in ‘10 Cal’ - is a nod to the spoonfuls of joy and fruity fun the brand offers to brighten everyday moments. Coupled with bright and colourful illustrations, the new brand design celebrates the jelly’s fruitiness, texture, and above all, taste.