Many companies will try to sell their products on one word or phrase that they believe will tie their image together. These words usually vary from product to product but, oftentimes, there will be one “buzzword” that nearly every company will use on their labels to gain the attention of their desired audience. Recently, that word has been “artisanal.”
According to Inc. Magazine, many experts believe that artisanal is just the latest buzzword in the food and beverage industry. With “organic” and “all natural” becoming the subjects of government debate and legislative action, many more corporations are looking to use artisanal labeling to grab the attention of the burgeoning “foodie” demographic as a major basis of revenue.
But with so many companies throwing statements on their labels, it can be hard for most to discern one from the other. One analyst claims that using narrative techniques in labeling and packaging can help businesses get beyond that.
“You can design a pizza that says ‘this is an artisan pizza’ and have some copy, but you’re not going to get any loyalty beyond that,” said David Bernard, co-founder of Mythmaker, a brand identity firm that came from Odwalla, a health-oriented beverage, to the source. “When big companies co-opt these ideas of ‘artisan’ it does make it more difficult. You’ve got to give them something beyond that: Show where it comes from, what it is, how it’s made.”
Regardless of being truly “artisanal,” one way for local producers or retailers to express their own unique story is by using custom designed labels. As a label is a company’s first impression with consumers, it’s very important that these custom labels are not only true to the businesses story, but also high quality. This can be done with a Primera LX400 series color label printer.