The Bay Tree Foods

by Elizabeth Freeman on 08/03/2016 | 3 Minute Read

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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”. 

Editorial photograph

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 colorful burst of additional leaves that emanate from the tree are symbolic of the artistry and passion that goes into each recipe, the ‘hit’ of flavor and pleasure the accompaniments provide and that extraordinary ‘touch of magic’ that these little jars bring to even the most humble meal occasion. 

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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’. 

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The colour palette and finish of the labels also plays a key role in dialling 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.

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Creative Partners: Moyra Casey, Kelly Bennett, Chris McDonald

Designed by Afterhours

Country: United Kingdom


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