I want an upgraded label for my salsa jars - one design but with color and text variations.
Because it's food, there are many regulations we need to follow, so it helps if you know those basic regs, like the Nutritional Facts panel has to be next to the ingredients listing, size has to be 1/16" for all the basic facts, weight has to be on the bottom front, and so many more.
We have always had fairly dark colors, and I think it's time to brighten the labels up.
I want the Mexican line (Mild, Medium & Hot varieties) to stand apart from each other more than our current labels do, but still look like they belong together. The different heat levels have to be clearer.
I don't really like the green of the Tuscan. Whatever color that ends up being, it should go with the Italian nature of that flavor, and should look like it's of the same family as all the other flavors.
The Moroccan color is absolutely my favorite. I use that color on everything, and really don't want to part with it if we don't have to. that label may need the least work.
This last label iteration we added the "SWEET POTATO SALSA" very clearly and in orange to the focal point of every jar. I'm not sure if it works. I'd like to be able to test both that same language, and something else kind of crazy, too: "UN-SALSA". I have people who suggest that the fact that it's sweet potato salsa isn't helpful, because people don't know what that's going to taste like, and may feel put off by it... and besides which, my salsas are SO different from tomato-y salsas, that "un-salsa" may be the way to go.
(Differences: no tomato at all, all flame-roasted sweet potato as the base. No sweeteners of any kind. No fat of any kind. 250 calories in the whole jar but tons of rich mouthfeel, not watery tomato. Robust, vibrant flavor unlike anything you've ever tried. Tons of natural nutrition that tomato salsas can't touch. Sweet potato also helps to stabilize blood sugar over time, and satisfies fully even though no sugar or fat, and very little salt. No preservatives at all, all natural. Instead of just going on top of a finished meal for extra flavor, our salsa can be the MIDDLE of the wrap/burrito, because of being a bit thicker. Sweet potato has so many minerals and phytonutrients and vitamins that it's great for athletic recovery.)
I like the typeface on the Mexican/Tuscan/Moroccan, personally, but I'd be up for something better if you came up with something.
I want to keep the logo.
I'm not attached to any of the language of the copy on the jar. I've written so many press releases, blog posts, etc, but for some reason I feel like I get jammed up on coming up with vibrant copy for the jars. I don't like to scream "healthy" on the jar, because some weird thing happens to people when they learn it's "healthy" for them before they taste it... they never come to like the salsa. So in live demos, I just invite them to taste it first, and when they love it, THEN I tell them the amazing health benefits. So, I wouldn't mind if there is no "health" language on the jar at all. However, it has been suggested to me that "energy" is a word that appeals to people and attracts them... I guess the way we think of an energy bar. Whatever other words you think will work with 18-34 yr old folks, I'm all for it.
The national Specialty Food Association says this:
18-24 yo: are the most likely users of chocolate, salty snacks, frozen desserts, and other packaged, ready-to-eat food and beverages
18-44 yo: buy specialty foods for snacking, guests, gifts, and the office.
I think that connection to salty snacks (chips, nachos) and office usage (great meal to calm and nourish you before that big meeting, with no sugar crash so you're still clear for your presentation) are a target concept.
By the way, all the flavors, yes even Tuscan and Moroccan, make amazing nachos. Mexican (tortilla chips plus cheddar), Tuscan (pita chips plus feta or parmesan cheese), Moroccan (pita chips or rice chips with goat cheese or creme fraiche). All absolutely outstanding.
I don't care too much what the colors actually are (except loving the Moroccan purple), but they need to stand out really, really, really well from each other (otherwise stockers shove them all together on the shelf, and the customer can't see half of the flavors), and go really, really, really well together like a great color palette.
I want to use as much real estate as possible, and yet have the labeler be able to get the labels on the jars well, so the max size is my current size, and i like the rounded corners, as it looks less harsh, more friendly. 1.750000 x 10.375000 (1-3/4 x 10-3/8)
You'll notice the jar is also a wide mouth, to make it easier for the customer to get the chip in and out, and get every single speck of salsa out if they desire.
Here are some of the many health/nutrition attributes my food has. Obviously, we don't want to make a laundry list of benefits! But just to give you an idea:
* no fat
* no sugar
* no sweeteners of any kind
(low calorie - 250 or less in the whole jar)
(pretty darn little salt)
* excellent source of Vitamin A OR excellent source of anti-oxidants
* gluten free (I have had it tested, but I haven't paid for the official gluten free certification)
* non GMO (I have affidavits from my suppliers, but again haven't paid the very high price for the nonGMO verified seal, but I can still say, nonGMO on the label, and this is a very good one to put on there.
* natural - no preservatives
Ideally I'd like to see all the ones with * just not sure how!
Whew! That's a lot!