"It's jam, it's serious"

The project concept originated from the understanding of who the target audience is; what they like and consume. This public, concerned with food, likes simple things and straightforward. They also appreciate minimalist and fun packages. Even better is when the two things come together in one product. Designed for those who “take food seriously”, the conceptual guideline and the name had the following definitions: it's jam, it's serious - Serious Jam.