Beautiful European Private Brand packaging for Delhaize designed Spanish agency Lavernia & Cienfuegos. The characteristic of jam, apart from its taste, is its distinctive color and texture. However classic jams and jellies are gelatinous semi-transparent and very difficult to imitate. The agency chose to draw each fruit using the its own jam as the paint. The product is familiar to customers and thus requires little explanation, beyond flavor identification and shoppability. The image of the specific fruit made of the jam is a striking and memorable way to illustrate the flavor.