The label is the precious piece of paper that cements the union between consumer and product, which is why we know all too well that it needs to be flawless, it needs a perfect balance of aesthetics and informative. But the magical recipe behind this balance is far from being a standard one and it is always a function of two essential factors – the product and the type of consumer it’s targeting. Design starts only after a concept has been established, and the latter one is always conceived based on a thorough analysis of the two factors we mentioned above.
Well, a product such as fresh butter made from different kinds of nuts (including cashew, pistachio or hazelnuts) is surely targeting an educated audience, with above average income, very focused on health and nutrition, and as a whole very committed to a healthy lifestyle. Thus, even though aesthetics is an essential aspect for any label, the most appropriate style for such a product, fully meant to attract the type of client we’ve discussed before, is closer to minimalism, “light”, and enriched with elements and colors that capture the essence of the product (green and brown) and make one think about the concept of “natural”. However, the informative side is much more significant here than for most other labels because our consumer likes to know exactly what he or she is buying, along with the nutritional values of the product purchased for the boost of energy he or she needs (yes, especially for this last aspect we decided to highlight “FUEL CRUNCH – Freshly Made Nut Butter”).