Updated color labels mix old and new on jars

Cylindrical containers, such as long jars, cans and bottles, usually require labels that conform to the shape well while keeping the focus on the logo. Using the right printer and label combination, companies can create pieces that effectively showcase the positive qualities of the product while reminding consumers of the brand’s enduring nature.

For seasoned companies, refreshing brand imagery on labels while staying true to the previous standard of quality is important. Packaging World recently featured a case study of Renfro Foods’ Dixieland “Chow Chow” relish, which was recently given a makeover to update the label but keeping some of the original elements.

Without changing the product too radically, the new look uses noticeable bright white, red and blue colors and incorporates them into the printing on the lid of the jar for added emphasis.

The president of the company, Doug Renfro, told the source about some of the differences between the old and new labels. As he mentions in the article, refreshing a brand shouldn’t come at the cost of losing older, dedicated customers familiar with the previous imagery.

“We still sell 100,000 jars each year of this classic Southern relish, first made by my father in the late 1950s,” he said. “The recipe is basically unchanged, and it is still popular, especially with older customers. But it was time for a new look, with simpler, more colorful labels and a more contemporary, color-coordinated closure.”

History is often important to a company’s identity, and can be communicated with labels that pay tribute to the past somehow. With custom printed labels, made on durable stock and with printers from major industry names, businesses have colorful options that are indicative of the brand’s current vision for itself as well as where it came from.