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. 1. Irish ArtisanFood Brands the observations of a foodie @keithbohanna
    2. 2. Vegetarian since 1974, vegan since 1990First organic box delivery 1991,Wolverhampton1992 to 1994 - gave talks on green and ethicalconsumptionVolunteered with Dublin Food Co-op insummer of 1995
    3. 3. That was then, this is nowBiaBeag, a celebration of artisan and localpackaged food brandshelped with Irelands 1st foodcamp in KK. Andwill help with 3rd this year :-)work with a number of small food brands
    4. 4. WARNING everything in this presentation represents my opinion only. nothing i say or don’t say should be used as thebasis for taking any decisions. especially important ones. i am a design groupie, not a designer :-) stop now
    5. 5. Why is brand important?allows for separation of the founder from the product(s) rangeallows for the development of a personality and voice for a foodrangeallows that personality to be communicated to the consumerfacilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
    6. 6. Why is brand important?allows for separation of the founder from the product(s) rangeallows for the development of a personality and voice for a foodrangeallows that personality to be communicated to the consumerfacilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
    7. 7. Why is brand important?allows for separation of the founder from the product(s) rangeallows for the development of a personality and voice for a foodrangeallows that personality to be communicated to the consumerfacilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
    8. 8. Why is brand important?allows for separation of the founder from the product(s) rangeallows for the development of a personality and voice for a foodrangeallows that personality to be communicated to the consumerfacilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
    9. 9. Why is brand important?allows for separation of the founder from the product(s) rangeallows for the development of a personality and voice for a foodrangeallows that personality to be communicated to the consumerfacilitates the consumer to identify a specific product on a shelf identify a potentially relevant new product on a shelf
    10. 10. A TALE OF 5 BRANDS
    11. 11. 1Wild Orchard
    12. 12. Take Aways...less is moreFocused messaginglook out for visibility when experimenting withcolours and fonts
    13. 13. 2KilbegganPorridge
    14. 14. What Pat wants to say with itLocalIrishFamilyNaturally produced wholesome foodGood value for money
    15. 15. The Design Processa while of thinking1/2 day of writing3 or 4 drafts with Brian in Temple Printing
    16. 16. Take Aways...hold your horsesyou don’t have to spend a lot of money orengage in a long design process to get effectivepackaging
    17. 17. 3Mella’sFudge
    18. 18. Elizabeth MayburyBrief handmade high quality
    19. 19. Elizabeth MayburyBrief handmade = kraft paper high quality = gold foil detail
    20. 20. Elizabeth MayburyOther details - One Colour minimalist And assists product identification
    21. 21. Elizabeth MayburyA lot of work with printers watching bleeding and colour reproduction
    22. 22. and finally the barcode
    23. 23. Take Aways...good looks are not everythingthere are obligations around the functionality ofpackagingand it needs to be capable of being physicallyreproduced accurately
    24. 24. 4Organic HerbCo
    25. 25. Key changesA shortening of the lead brand name to OHCo –this allows it to work across multiple languagesColour differentiation of flavoursStripes to lift and sharpen the impact on theshelf
    26. 26. Take Aways...many tonguesoverseas markets may necessitate a redesign orgentle rebrand
    27. 27. 5Glenilen Farm
    28. 28. The Opposite of KilbegganDesign brief went outTender process runBrand Union selected
    29. 29. Brand Union - the brief attract new consumersTo refresh the brand in a manner that to Glenilen Farm productswithout disengaging the pre-existing consumerbase. Also required was a tone-of-voice to allow thegenuine, simple and honest nature of GlenilenFarm to be expressed on and off pack. At a practical level, the brand needed toreproduce well across a wide variety of packformats, subs trates and printing techniques.
    30. 30. a simple and honest portrayal of farming life
    31. 31. ..young daughter looked like the little girl in the picture
    32. 32. Sally & Sue
    33. 33. Take Aways...authenticity is everythingsimplicity works well - no matter what theprocess
    34. 34. ....last thought....you have 2 goals
    35. 35. ....or fail on the shelf....
    36. 36. thank you for allowing me toshare my passion with you :-)www.biabeag.com for moreartisan brand and packaging opinions
    37. 37. Referenceshttp://cowluck.blogspot.com/2011/03/pat-lalor-oat-man.htmlhttp://lizmaybury.blogspot.com/2010/11/new-work-mellas-fudge.htmlhttp://www.thebrandunion.ie/OurWork/CaseStudy/246/CreatingSallyAndSue

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