Every packaged product needs a label to communicate product benefits, brand message and meet regulatory requirements.
Many early stage brands start with a label they have designed themselves using tools like Canva.com. As a brand envolves it can be helpful to work with an experienced graphic designer to help a product stand out and appeal to the target customer. There are many options ranging from freelancers to sophisticated branding and artwork design firms.
To help you, here are a few ideas:
Check with the printed label/package supplier to see if they have a designer on staff. This ensures the designer understands the dimensions and dielines of the label and simplifies the process of getting artwork files to the printer (label/package supplier).
Ask if the designer is experienced with labels for packaged goods, there is a difference between packaged goods design and design for online or other marketing materials. For example:
design for a crowded retail store shelf or display unit
have strong visual differentiation between flavours
design to hide any irregularity in label application or printing
Confirm if they know labelling regulations. It is best to design with regulatory requirements in mind from the start. Bilingual, type size, fonts, nutrition, ingredients list requirements can have a significant impact on label design approach.
Be ready to desicribe your brand and the brand message you want to convey. Have your Product Value Proposition ready to share, for more info see this Resource Library post: here. Compile some inspirational examples to help you convey what you are looking for.
Check with other food founders (especially founders with products that don't compete with yours) for suggestions or references.
Most brands will go through a number of versions of their design as the brand and customer base evolves. So, remember it does not have to be perfect first try!
Written by; Venturepark Labs Team