Creative Agency: Afterhours
Creative partners: Kelly Bennett, Moyra Casey, Chris McDonald
Project Type: Produced, Commercial Work
Client: Bay Tree Foods Company
Packaging Contents: Chutneys, Pickles, Sauces, Mustards, Preserves
Packaging Materials: Uncoated textured paper stock
A rebranding of The Bay Tree Foods range of artisan pickles, chutneys, sauces and preserves built around the new brand proposition “Making the ordinary extraordinary”.
The new packaging design puts the Bay Tree brand mark at the centre of this expression. The original logo has been reworked and finessed and given pride of place on the jar. Rather than a passive manufacturer’s endorsement, the tree is now central to the label architecture and to building the ‘transformation’ story:
The tree has been given ‘roots’ in a landscape which creates a powerful brand structure whilst also delivering a meaning and context to the brand’s values and its reasons to believe – made with the best natural ingredients from the land.
The canopy of leaves has been evolved to create a sense of flourish and dynamism. The colourful burst of additional leaves that emanate from the tree are symbolic of the artistry and passion that goes into each recipe, the ‘hit’ of flavour and pleasure the accompaniments provide and that extraordinary ‘touch of magic’ that these little jars bring to even the most humble meal occasion.
The theme of transformation is further built through the on- pack language with product titles pulling out the hero qualities of each recipe and descriptors that playfully describe how a spoonful of Bay Tree can transform a key everyday dish: ‘makes mash marvellous’ or ‘makes a sandwich sing’.
The colour palette and finish of the labels also plays a key role in dialing up foodiness and appetite appeal with each label having a unique selection of vibrant but real colours within the leaves. This is intended to capture the unique balance of ingredients and flavour notes that each individual product contains.
The substrate is an uncoated textured stock and the tree motif and landscape is hand rendered with tiny imperfections to reinforce the hand made, artisan quality of the products and the personal, small scale approach of the business.