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How lin 6 started their product label journey
The illustration makes the product look artisan, but doesn't give much clue for what the product is. So for those who are not familiar with what "Quince Paste", this packaging will not speak to them.
The product photo clearly shows how this product is to be used - with cheese on cracker.
Again, artisan but not informational. We must incorporate product photo (with cheese and cracker) into the label, because most of our customers would not know how Tropical Fruit Pate is to be used without photo.
We are big fans of the Maggie Beer product label designs - simple, crisp, with beautiful colors.
We haven't found any example of artisan and informational. Is it possible to have both?
We don't like this product label. The font types are less than inspiring. the text and the product photo are not integrated. The product photo is not appetizing.
Wow - are you hungry yet? A successfully designed product label for food should make you very very hungry.
This is a great example of information meets gourmet and chic.
These are the boxes we use for our Maui Fruit Jewels Exotic Fruit Jelly product line. We like how the Maggie Beer product labels always have a unifying brand theme regardless of how diverse their different product lines are. The most successful product label design for our Tropical Fruit Pate will also succeed in finding a unifying theme with our existing boxes for the Exotic Fruit Jelly product line.
This is our 18-piece box for the Maui Fruit Jewels Exotic Fruit Jelly. A wrap-around paper sleeve indicates the collection, in this case, the Kapalua Collection.
R&M has a beautiful and elegant packaging for their fruit pastes. The customers can see their products through the clear containers. We unfortunately must enclose our clear plastic container in a completely opaque paper box.
Maui Fruit Jewels Passion Fruit Tropical Fruit Pate in sealed container - top/side view. The black color comes from the ground seeds of the passion fruit.
Maui Fruit Jewels Passion Fruit Tropical Fruit Pate - bottom view
Hawaiian Chili Peppers are also known as Birds Eye Chili.
What colors do you want to see in your design?
Other color requirements
No real preference, other than that the product packaging must allow the products to be very eye-catchy and jump out at a customer from grocery store shelves where the product is competing for the customer's attention with thousands of other products.
What industry do you think your business is most related to?
“Tropical Fruit Pate” is a very new product category in the United States. In Europe it is known as “fruit paste” such as the quince paste. It is essentially a congealed fruit jam, that can be sliced or cut into all kinds of shapes. Because fruit pastes in Europe are popularly paired with cheeses, we are positioning our entire Tropical Fruit Pate product line as an ideal cheese-pairing condiment that encapsulates the essence of Hawaii. We use only Hawaii-grown fruits, herbs, and spices in our products.
Our other product line - Exotic Fruit Jelly is a fruit confection product, and has been widely popular among locals and tourists alike in Hawaii since 2013. The Exotic Fruit Jelly products are currently available at Dean & Deluca, Neiman Marcus, Whole Foods, and many other upscale gourmet grocery stores and gift shops in Hawaii.
Description of the product target audience
Anyone who is looking for something new to pair with gourmet cheese, wine, crackers, to be served at a festive, celebratory, or classy event. Our flavors and textures are new and different from the usual offerings - people don't typically expect to find congealed exotic tropical condiments in the gourmet cheese section. The traditional fruit paste flavors they will find are - figs, quince, cherry, raspberry, pear, apricot (Rutherford & Meyer's line of fruit pastes).
Our Tropical Fruit Pate is currently retailed at Whole Foods in Hawaii in clear plastic deli containers. Because our products are extremely delicious, they are very popular in spite of the relatively higher price points. The label design we are looking for must be convincing, and clearly enable the consumer to quickly identify our products as a premium, gourmet, rare specialty product worthy of its price point.
The outer box for the sealed plastic container. We'd like to launch three flavors in our first launch - Passion Fruit, Pineapple, Hawaiian Chili Pepper Pineapple. We have photos for the primary label - the top of the box, and also photo (Fruit Pates photographed with cheeses) for the bottom of the box. It is important for the cheese pairing information to be prominent on the label. We are only interested in having this product line placed next to the gourmet cheeses in grocery stores.
Please see uploaded PDF file for specific design elements.
The most important messages that we'd like to communicate via the product label are
1) This is a premium specialty product with a quality that is guaranteed to please.
2) This is a product from Hawaii, show casing the best of what Hawaii has to offer to the world.
3) This product is award-winning.
What to avoid
Designers should avoid using kraft paper in their designs. We need the colors to be able to make the product "leap out" at the consumers. Our Exotic Fruit Jelly line adopted a neon color palette with beautiful graphics on the boxes and the packaging design has been very successful. You can check them out at http://www.mauifruitjewels.com
Please refer to the dimensions for the box on the left side in the ai file.
the white box that needs to be designed, with the plastic container for the Tropical Fruit Pate
Passion Fruit Tropical Fruit Pate on brie and cracker
Do not use on design - for reference only - Tropical Fruit Pate - Passion Fruit, enhanced
Passion Fruit Tropical Fruit Pate with cheese, original photo
Cheese platter with various Tropical Fruit Pates, cheese, and crackers
Pineapple Tropical Fruit Pate on brie and cracker, original photo
Do not use on design - for reference only - Pineapple Tropical Fruit Pate, original photo
Pineapple Tropical Fruit Pate with cheese, original photo
Hawaiian Chili Pepper Pineapple Tropical Fruit Pate on brie and cracker, original photo
Do not use on design - for reference only - Hawaiian Chili Pepper Pineapple Tropical Fruit Pate, enhanced photo
Do not use on design - for reference only - Hawaiian Chili Pepper Pineapple Tropical Fruit Pate with cheese, original photo
The vertical bars in the bar code can be paired down, and don't need to have the full height as shown in these files. As long as there is enough height for the grocery stores to scan the bar codes then it's good enough.
This is important - it explains why most of the food product labels pretty much follow the same format - because it's required by the FDA.
This is for in case the designer wants to tweak with the format of the nutrition facts panel.