The purpose of the label redesign was to improve shelf appeal and better position the brand as an authentic, premium product. This was to be achieved through focusing on the farm-based, farm made manufacturing practices.

The existing packaging utilised a pottle with an In Mould Label (IML) which was dated and did not reflect the position of the product. It also proved to be inefficient and inflexible for production, requiring large amounts of pre-labelled pottles to be kept in stock.

Hally Labels worked with Barker’s to identify the advantages that self adhesive labels would provide, and the decision to move from In Mould Labels (IML) to self adhesive labels as a premium decoration alternative was made due to the following benefits:

• Higher quality graphics
• Wider material choice
• Greater variety of constructions and effects
• Minimise risk of decorated pottle obsolescence
• Lowest total cost

Hally Labels worked with Barker’s, the manufacturer of the new and improved pottle, and the label applicator supplier to develop a complete solution which not only achieved the branding objectives, but also offered greater manufacturing flexibility and efficiency.

After several design iterations and an extensive trialling program, the final label construction featured:

• Crystal clear label material to show off the product inside the pottle
• Screen embellishments to create a tactile feel and convey the natural, authentic, and home-made attributes of the product
• Strong use of both flexo and screen whites to create opacity and strength of key branding elements against the colour of the jam

The new, contemporary packaging for the now-named Anathoth Farm achieved the branding objectives and resulted in an improved presence on the supermarket shelf. Sales have increased and the new look has been well received by both consumers and retailers.