New packaging design improves product sales by 600 percent

A new label design on products by Bramley and Gage, the UK-based artisan liqueur producer, has succeeded in improving sales in a range of retailers by 600 percent.

Bramley and Gage redesigned the labels of its award-winning Sloe and Damson gins and cherry brandy at the start of the year. During recent test marketing, where products with the old labels were displayed next to those with the new designs, bottles with the new labels outsold the old six to one.

Michael Kain, director of Bramley and Gage, said, ‘When you are a small company without well-established brand recognition, the label is the only way you have to communicate your message with the consumer. The information on the bottle has to tell them everything in a moment.

‘Our old packaging wasn't doing our products justice and we felt it was impacting on our market share. We just weren't standing out on the shelf enough and we couldn't rely on our reputation alone.

‘The brief for the redesign was to improve the credibility of the products, while retaining the key Bramley and Gage values of quality, authenticity and tradition.’

The new look was conceived by Four Marketing & Design, an experienced product-design company based in Bristol; it makes use of distinctive colors and imagery to reflect the natural, traditional origins of the products.