Richard Duerr, Sales and Marketing Director of the UK’s oldest family run jam and preserve makers Duerr’s, discusses the idea behind their award winning marmalade globe jars:
What was the original inspiration behind the latest Duerr’s marmalade jar?
The transformation of our marmalade jars from the traditional to the new globe shape was in response to our evolving customer base and a desire to modernise the whole look and feel of the brand. Half of our buying demographic was 50 or over and we wanted to broaden its appeal to serve both these loyal customers and a newer, younger audience.
Our aim was to create highly tactile, citrus-shaped glass jars that would not only provide impact on the shelf, but would be aesthetically pleasing and easily re-usable so that consumers would want them to be displayed in their home. The result was the peel effect glass globe jars.
The jar is perfect for upcycling for reuse around the home – what sorts of things do people love upcycling them into? Do you have any favourite examples from customers?
The new globe jars and the accompanying easy-remove labels were specifically designed to enable consumers to re-use the jars. In fact, we actively encourage shoppers to do just that by providing jar inspiration ideas with step-by-step instructions and by running a monthly creative competition, inviting fans of the brand to submit their creations via the Duerr’s website.
The result is that the jars are reused in many ways, from stylish cocktail glasses to Christmas gifts. Customers have suggested ideas for pretty flower arrangements, candle holders and even halloween lanterns.
What special manufacturing techniques were used to create the jar?
Creating the citrus globe jars was a complex process that involved a combination of 3D printing, Prototyping and CAD-sculptured embossing. Clear Perspex models were produced to replicate what the finished glass jar would look like, specifically in relation to the peel effect on the surface.
Advanced design software was used, including the use of a special device which gave the designer hands-on control to manually sculpt the most intricate and real-life effects on the surface of the container.
Why does Duerr’s choose glass packaging for its product range? What does glass packaging offer that other packaging materials don’t?
Duerr’s has always used glass jars for its marmalades – seeing it as the best packaging option for its products. Even more so with the new globe design, as glass allows both the intricacy required for the peel effect and the premium quality the ingredients deserve.
What’s your favourite marmalade or jam jar shape? Tell us about it – or better still, post a picture and tag us at Friends of Glass on Facebook, @FriendsofGlassUK Instagram or @FriendsGlassUK on twitter
