The brief was to generate a whole new creative platform for Pumpkin Cafés that exist nationwide in train stations. This included a whole new look and feel for the cafés themselves as well as the brand. The essence of the idea is a vintage 1950’s grocery. It held the old charms of a more personal service, natural home made recipes and an honest warmth that would be a breath of fresh air in the synthetic journey of the commuter. We also developed the name which reflected this brand idea – The Jam Jar.