The name “Syoleta” means ‘this year’ in Belarusian and evokes associations with fresh jams made from the berries that were picked just this summer. The design concept is based on watercolour images of the berries as taste markers. Each label features a large berry, adding to the idea of naturalness. Large white lettering of the logo is easily distinguishable on the shelf, and the status line ‘Belaruskaye Sochyva’ (Belarusian Jam) indicates both the category of the product and its ‘national identity’ (country of manufacture). The slogan ‘Berry by berry’ featured on the lid refers to the meticulous berry picking process.