The “Bestemor Lerum” jam series was not entirely successful and was perceived as expensive. Lerum needed to make a comeback.

With a new visual profile it wanted to take a step up to become the category leader in jams. It has been in the industry for more than 100 years and is confident when it comes to quality. Now it is about to display its authenticity, simplicity and honesty. 

You know it tastes good

The newly developed jar and extremely user-friendly lid distinguish these Lerum products from those of other jam producers. With a nostalgic and appreciative nod in the direction of the classic Norwegian jar, Lerum has embossed its logo on a more modern type of jar.

The distinction and innovation lie first and foremost in the new taller lid, which demonstrates that opening a jam jar does not need to be a great test of strength. The use of the slender, elegant label provides good exposure for a premium jam that can withstand the light of day. 

Company: Lerum Konserves AS

Project group company: Sigbjørn Stedje, LERUM - Trine Lerum Hjellhaug, LERUM - Bente Lerum Lund, LERUM - Grethe Lerum, LERUM - Bjarne Lerum, LERUM

Design: Tangram Design

Project group design company: Bjørn Rybakken, Creative Manager and Designer TANGRAM - Kirtsten Bryn, Project Manager and Consultant TANGRAM - Anette Sarto, Senior Designer TANGRAM - Linda Valen, Designer TANGRAM - Klaus Dalseth, Production Manager TANGRAM

Award / year: Award for Design Excellence - 2011

Category: Packaging design