Have you noticed how many choices there are for consumers today? I was recently searching for a pasta sauce at my local supermarket. To my dismay, there mustve been a hundred sauces to choose from. Every sauce I inspected seemed to use fresh ingredients and had attractive looking labels. In todays competitive food market, manufacturers are looking for any advantage to set their product apart from the rest. Now, more than ever, manufacturers realize the importance of branding in an industry that has so many choices. Lets take a closer look at some of the techniques manufacturers are using to help their product stand out on the shelves.
Boves of Vermont is a premium pasta sauce company that uses only the finest all-natural ingredients and time-tested recipes. The company recently celebrated their 15-year anniversary and they wanted to unveil a fresh new label at the celebration. This custom food label had to represent their rich history, as well as the freshness that characterizes their ingredients. Boves used sophisticated sketches of plump, ripe tomatoes, fresh basil and roasted garlic cloves to depict some of the ingredients found in each of Boves six varieties of sauce. President Mark Bove said, Our sauces have always featured illustrations of some of our ingredients. Based on feedback from our customers over the years, we knew we wanted the artwork on our new labels to be more refined, but to still retain some of our original whimsy and fun. These new labels, all designed by Vermont artist Scott Lenhardt, capture the essence of Boves of Vermont. Boves decided to use a unique technique when it came to manufacturing the labels. Typically a varnish is laid down on top of the inks to protect the inks and the label. The varnish is laid down on the label with a roller. Then a doctor blade scrapes away excess varnish and ensures it is laid down evenly. Boves chose not to use a doctor blade to remove the excess varnish. This gave the label a grainy textured feeling. The label now has an artisanal look and feel. This production method helped Boves achieve a new look while still staying true to their roots.
When we took a look at the overall packaging of our products, we also saw an opportunity to really improve the look of our company logo, said Bove. So, the red, yellow and green oval-shaped Boves logo was replaced, and Boves products now boast a more sophisticated image of a black ladle wrapped in a scripted black B, positioned directly above a much bolder black font. The new logo is further highlighted by the red sauce in the background. This custom food label shape and construction help Boves of Vermont stand out on the shelves among its competitors.