This Pickled Veg Brand's Packaging Attracts Young Consumers

By: Ady Floyd - Oct 19, 2015
References: wearebulletproof & packagingoftheworld
Design agency Bulletproof re-branded the pickled veg company Haywards with bold flavor profile labels. The United Kingdom-based company has plenty of loyal consumers, however, the goal for the re-brand is to attract a younger generation of consumers.

Using bold colors and flavor-forward labels, the pickled veg brand is able to convey a more easily understood product. Colors are a proven way to showcase a flavor, which is why Haywards now features purples, oranges and bright yellow labels.

Instead of using clear jars and plain labels, the jars have been revamped with eclectic new styles. For example, the "crinkle cut beetroots" are now packaged in a bold purple jar with a playful pink label. The jar reads: "medium and tangy crinkle cut beetroots -- liven up your food." First, the brand draws in the consumers with colorful appearances. Then, by describing the product with short and direct terms, it allows consumers to gain a simple and meaningful understanding.