The Ajá jam jar branding devised by Monograma communicates the story of a Columbian grandmother who developed a booming business from her delicious homemade jams. As well as being very talented at making food, "Mama," as she is known by friends and family, also spends her time on crafts like cross-stitching. This was a huge part of developing the identity for the brand, delivering a subtle message about the care that's put into crafting the jams.
Each of the jam jars features a cross-stitched fruit on its front, making it very clear whether the Ajá jam is a pineapple or strawberry flavor.
The cross-stitch theme is also carried though as an important detail on business cards and other company documents with tiny "X" shapes and dashes, which simulate thread on a page.