Jamie Oliver - J’ai Mangé

Jamie Oliver, as always pushing the envelope of his enormously successful brand, announced the launch of his debut fragrance, J'ai Mangé. But this was no ordinary fragrance, J'ai Mangé was the world's first edible perfume. For 'Man, Woman and Salad', the subtle, zesty undertones and aromatic high-notes of freshly cut lemons work well both on skin and leaf.

Well, of course, although a fantastic concept, J'ai Mangé was not real. It was in fact an elaborate spoof that formed a large part of Jamie's 2010 Christmas special, entitled, 'Jamie's Christmas Lock-In'. Here at Interstate we love a challenge so we were tasked with creating a super-fast brand identity for the new product.

After initial discussions with the man himself, we began by exploring a number of concepts which would felt to be credible among the existing range of celebrity endorsed perfumes and also still feel 'Jamie'. Working closely with the television production company and an external props maker, we quickly narrowed down a design route and created the fragrance identity; applying it to bottle rub-downs, neck labels and external packaging.

The show aired on 16th December 2010 and was a huge success, particularly the pièce de résistance - the J'ai Mangé spoof, in which an unsuspecting focus group all said, (among other things!) that they would definitely buy the product! "Mmmm, it's a little bit sensual!","D'ya know what, I think it's a good idea, I really do. Honestly, I think you should go for it!"

This exciting and spontaneous project was a pleasure to work on and was extremely well received by the production company and by Jamie himself. "J'ai Mangé is definitely the future!"

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