Welch’s line of preserves, including grape jam and marmalade, were ready for an upgrade. The challenge was to create a premium squeezable structure, reminiscent of glass, while reinforcing Welch’s heritage of homemade jams, jellies and preserves.
To do this, Bailey created a bottle with the shape and beveled accents similar to gourmet products currently found in the preserves category. To add further elements of elegance, Bailey added the familiar Welch’s banner and a graphic seal across a sophisticated fruit illustration. The overall look and feel enhance the premium nature of the product and reinforce Welch’s commitment to quality.