Bay Tree Foods Brand Relaunch

Design: Afterhours
Location: United Kingdom
Project Type: Produced
Client: Bay Tree Foods
Food photography: Neil White
Product Launch Location: Europe
Packaging Contents: Food - Chutneys, Sauces, Preserves, Dressings, Condiments
Packaging Substrate / Materials: Glass jars, Glass bottles, Paper labels
Printing Process: Litho

Relaunch 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, giving the tree new ‘roots’ in the landscape label structure. This reinforces the brand’s values and approach – made with the best natural ingredients from the land.

The theme of transformation is further built through on-pack language with descriptors playfully describing how a spoonful of Bay Tree can transform key everyday dishes. The colour palette and uncoated finish of the labels were chosen to dial up foodiness with each variant given 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 product offers.