Nuflours is a certified gluten-free baking company that shifted their focus during the pandemic from local bakery sales to regional grocery sales and e-commerce. As part of this transition, the brand's product packaging was updated to be in line with new branding. The goal of this project was to give the brand a fresh look that would appeal to grocery buyers, as well as a wider audience of natural foods shoppers in stores and online.
The previous product labeling system involved printing labels in-house on one standard label size and shape with a set background. To streamline the packing process and improve the fit of the labels, we switched to pre-printed labels in a variety of shapes and sizes customized to fit each product package. The result was a much more neat and clean look to the products on the shelves, reduced errors in label printing, and reduced packing and production time.
A fundamental decision made in this project was to assign a unique color to each product and flavor in the company's product line. These colors were used for the background of the product labels, as well as in association with different products on sell sheets and other print marketing materials.
Apart from color, key design elements include the illustrated baking tools (mixing bowl, whisk, etc.) featured in the background, the illustrated allergen-friendly call-outs, and the copy featured on the best-selling line of cakes, "Every day should be this sweet." Also significant are the updated logo and fonts from the new brand guidelines, and the decision to round corners, keeping a warm and friendly look to the labels.
As the company's Marketing Coordinator, I was a key decision-maker in the design of these labels, and responsible for final proofing and Pantone color selection. Following the completion of the initial scope of the project (the main product line), I was also tasked with creating more labels in the same style for new products and seasonal products. This work was all done using Adobe Illustrator.
Nuflours 2022 product labels designed in partnership with Saint Friend creative studio, and under the direction of Marketing Advisor Lori Spencer.
