21 July 2014

New label design re-positions artisan brand

For Margate Smokehouse, like every other brand from the smallest to the biggest, packaging is a key part of its brand identity, and when feedback that its early versions weren't fitting the bill, it moved to re-approach its labels and labeling.

Launched in October 2013, Margate Smokehouse is an artisan food manufacturer based on the east Kent coast in the UK. Its products include a variety of smoked items, from fish, meats and cheeses to vegetables, salt, pepper and oils. All of its products are cold smoked in the company’s own custom-built brick smoker over oak chippings and sold primarily at farmers markets and food festivals throughout Kent.

In terms of production, everything is completed in-house – from sourcing the raw ingredients, through preparing, curing and smoking to packaging and delivery. This includes the application of labels.

Sharon Harrison, director at Margate Smokehouse, says: ‘Our previous labels were black with blue writing, much larger and attached by using glue/ribbons etc, which took a lot of time especially as the business has grown so quickly. We also found through discussions with various retailers that our packaging was difficult for customers to read, was too big and wasn’t really conveying our vision for the business.’

As part of an initiative to enhance its offering, Margate Smokehouse has undertaken a broad program of developments, including redesigning its labels and launching a new online presence with e-commerce capabilities. This has been made a reality through working with Dirk Mürlebach of design studio Campanero. ‘Sharon came to me with her old design which didn't in any way reflect the quality of their products. I also wanted to bring the seaside location to the fore as this area is one of the prettiest in Britain, but didn't want to be too obvious either.’

To achieve this, Mürlebach’s refreshed label design for Margate Smokehouse incorporates a blue sky with a wooden deck. ‘It brings the handmade and very special way the products are produced to light and makes sure they aren't seen as mass produced products,’ Mürlebach says.

The labels themselves were offset printed in Germany in CMYK on a KBA Rapida 142. Other tools used in the production included a Kodak Magnus VLF Platesetter with APL and Prinergy pre-press workflow system.