Monica's Jam Brand Concept

CONCEPT

Lately, I had this idea to create brand concepts inspired by TV series I love (just to spice up my passion projects a bit!) But I didn’t want it to feel like merch. Instead, I imagined the character as my actual client. I started with Monica from Friends because, well… Friends is my ultimate comfort show. After her love story with Richard, Monica becomes obsessed with making jam, and I thought—what if she actually launched a brand? How would I design it?

Since Friends takes place in the '90s, I wanted a strong retro vibe—but with a Coquette/girly twist. I immediately knew I wanted to use red because it's so Monica's color! She made the jam from scratch with real fruit, so we’ll also need real fruit visuals.

Overall, it feels like '90s nostalgia, girly vibes, and all about love and heartbreak.

LOGO I chose a clean yet elegant serif with a '90s vibe to add a touch of drama that fits the breakup theme. 'The' and 'Jam' are more discreet, almost like a whisper, adding personality without taking away from the main message

I wanted to blend a retro vibe with a love theme, because the whole point of the brand is to become your new obsession… so you can finally get over your ex. I didn’t want it to feel like obvious Friends merch, but I still snuck in subtle references. The strawberries take center stage to emphasize the natural ingredients, and the mockups are minimalist yet mouthwatering and trendy.

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