Irish Artisan Food Brands
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A talk I gave during the foodcamp at Waterford Festival of Food where I explored 5 casestudies of good Irish artisan food brands and their packaging designs
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Irish Artisan Food Brands
- 1. Irish Artisan Food Brands the observations of a foodie @keithbohanna
- 3. Vegetarian since 1974, vegan since 1990 First organic box delivery 1991, Wolverhampton 1992 to 1994 - gave talks on green and ethical consumption Volunteered with Dublin Food Co-op in summer of 1995
- 4. That was then, this is now BiaBeag, a celebration of artisan and local packaged food brands helped with Irelands 1st foodcamp in KK. And will help with 3rd this year :-) work with a number of small food brands
- 6. WARNING everything in this presentation represents my opinion only. nothing i say or don’t say should be used as the basis for taking any decisions. especially important ones. i am a design groupie, not a designer :-) stop now
- 8. Why is brand important? allows for separation of the founder from the product(s) range allows for the development of a personality and voice for a food range allows that personality to be communicated to the consumer facilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
- 9. Why is brand important? allows for separation of the founder from the product(s) range allows for the development of a personality and voice for a food range allows that personality to be communicated to the consumer facilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
- 10. Why is brand important? allows for separation of the founder from the product(s) range allows for the development of a personality and voice for a food range allows that personality to be communicated to the consumer facilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
- 11. Why is brand important? allows for separation of the founder from the product(s) range allows for the development of a personality and voice for a food range allows that personality to be communicated to the consumer facilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
- 12. Why is brand important? allows for separation of the founder from the product(s) range allows for the development of a personality and voice for a food range allows that personality to be communicated to the consumer facilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
- 14. A TALE OF 5 BRANDS
- 15. 1 Wild Orchard
- 16. Take Aways...less is more Focused messaging look out for visibility when experimenting with colours and fonts
- 18. What Pat wants to say with it Local Irish Family Naturally produced wholesome food Good value for money
- 19. The Design Process a while of thinking 1/2 day of writing 3 or 4 drafts with Brian in Temple Printing
- 20. Take Aways...hold your horses you don’t have to spend a lot of money or engage in a long design process to get effective packaging
- 21. 3 Mella’s Fudge
- 22. Elizabeth Maybury Brief handmade high quality
- 23. Elizabeth Maybury Brief handmade = kraft paper high quality = gold foil detail
- 24. Elizabeth Maybury Other details - One Colour minimalist And assists product identification
- 25. Elizabeth Maybury A lot of work with printers watching bleeding and colour reproduction
- 26. and finally the barcode
- 28. Take Aways...good looks are not everything there are obligations around the functionality of packaging and it needs to be capable of being physically reproduced accurately
- 30. Key changes A shortening of the lead brand name to OHCo – this allows it to work across multiple languages Colour differentiation of flavours Stripes to lift and sharpen the impact on the shelf
- 31. Take Aways...many tongues overseas markets may necessitate a redesign or gentle rebrand
- 32. 5 Glenilen Farm
- 33. The Opposite of Kilbeggan Design brief went out Tender process run Brand Union selected
- 34. Brand Union - the brief attract new consumers To refresh the brand in a manner that to Glenilen Farm products without disengaging the pre-existing consumer base. Also required was a tone-of-voice to allow the genuine, simple and honest nature of Glenilen Farm to be expressed on and off pack. At a practical level, the brand needed to reproduce well across a wide variety of pack formats, subs trates and printing techniques.
- 35. a simple and honest portrayal of farming life
- 36. ..young daughter looked like the little girl in the picture
- 37. Sally & Sue
- 39. Take Aways...authenticity is everything simplicity works well - no matter what the process
- 42. ....last thought....you have 2 goals
- 46. ....or fail on the shelf....
- 47. thank you for allowing me to share my passion with you :-) www.biabeag.com for more artisan brand and packaging opinions
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