Marley's Chilli Jam is an imagined brand created in response to the university brief set by Bulletproof:
"Using lyrics from a given hip-hop song as a starting point, develop a brand and the product or service it offers."
My given lyrics were from Marley Marl’s song The Symphony:
‘A jam strong enough that it can lift your soul,
I’m the originator and my rhymes are made of gold, once you hear the capital ‘A’ rap, it’ll stay’
I’m the originator and my rhymes are made of gold, once you hear the capital ‘A’ rap, it’ll stay’
From these lyrics I developed a brand identity and a variety of touchpoints for a family-run small business named ‘Marley’s Chilli Jam’, which offers a monthly subscription service sending out a new flavour of chilli jam (‘a jam strong enough’) alongside a cookbook with ideas on how to use it. The brand focuses on having a friendly tone, (“can lift your soul”), and returning customers (‘it’ll stay’).
I added illustrations of different recipe ideas onto the labels as a source of inspiration for the customer. This playfulness is echoed in the logo which is jumping out of it’s box, symbolising pushing the limits of what you can do with your standard meals.
I then created a music festival as a way of engaging more with the brand’s audience - a fun play on ‘jamboree’. The festival would have a soul and funk theme, with an emphasis on being family-friendly and wholesome. There would be food trucks, each themed around a different flavour of jam, cooking tutorials to show different uses for the product, merchandise etc.
