Hartley’s is a British brand of marmalades, jams and jellies, founded by Sir William Hartley in 1871 and manufactured at Histon, Cambridgeshire since 1962.[1] The brand operates as part of Hain Celestial’s UK subsidiary, Hain Daniels, following the sale of the brand and factory in 2012.[2]
Design and History
Hartley’s has a documented history of professionally designed packaging and identity work. In the mid-1930s, the company commissioned Milner Gray at the Design Research Unit to create bold graphics for its cans, labels and packaging.[3] Earlier, around 1925, showcard designs for W P Hartley & Co. Ltd. were created by Freda Beard, reflecting the company’s long-standing investment in a developed corporate identity and high standards of publicity and advertising.[4]
In 2001, Hartley’s underwent an image makeover that included a new see-through, clear label on its packaging, part of a £500,000 press advertising campaign intended to breathe new life into the brand.[5]
In January 2021, design agency Pearlfisher delivered a new strategy, packaging redesign and portfolio review for the Hartley’s 10 Cal Jelly sub-brand. The redesign lifted the Hartley’s master brand logo to lead the packaging, enhancing readability of the product name.[6] The work was part of an effort to make the low-calorie jelly range feel less functional and more liberated, vibrant and joyful.[7]
Meaning and Symbolism
For the 2021 Hartley’s 10 Cal Jelly redesign, Pearlfisher introduced a bespoke, rounded and playful new logotype for the product name. A new spoon icon sits at the heart of the identity, placed in the centre of the “0” in “10 Cal”.[6] The discoverable spoon icon is a nod to the spoonfuls of joy and fruity fun the brand offers, intended to brighten everyday moments.[8] The Hartley’s master brand logo was elevated above the playful new logotype on the packaging.[7]
Typography and Design
The 2021 Hartley’s 10 Cal Jelly logotype was described as bespoke, rounded and playful, crafted to add more joy and personality to the product name.[6] Dan Forster, a lettering artist, worked with Pearlfisher to craft the brand mark for the rebrand.[8]
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