As always, we have been busy producing all sorts of labels – from plain to printed, from permanent to removable, from flexo to digital. These simple but effective labels have been printed for Aunt Bessie’s who are a part of the big Birdseye family.
Aunt Bessie’s products have been a staple of every Sunday roast dinner since about 1974. Their potatoes, Yorkshire pudding and waffles don’t need any introduction if you live in Great Britain.
The labels were printed digitally on synthetic material and they feature the company’s logo. You might have noticed that it has been slightly altered over the years while preserving the original identity and personality of the well-beloved brand. There has been gradual logo changes over the last few years and observing its evolution is quite interesting.
The most drastic change came in 2013 when the overall look has been totally shifted by Springetts Brand Design Consultants. From an old-fashioned looking, oval shape with a 3D rim and a dated illustration it was changed to a trendy ribbon in a striking red colour and the figure has been repositioned and a recognizable blue shirt has been added.
Three years later it has been decided the logo needs another refresh.
“A complete rendition of the brand portfolio and positioning to show off the wide spectre of products with the need to attract a much younger audience.
“Aunt Bessie is known for her english cookery skills and most people know her as a ‘stuck-in-the-kicthen’ kind of Aunt… It seemed almost obvious!As the concept developed, we adapted a more ‘everyday’ colour palette to attract the right target audience. We centralised the logo for maximum impact on shelf and took steps accordingly to ensure standout and easy navigation throughout. ”
The final logo change has happened in 2019, with clean, simple design taking priority. The font has been straightened, corresponding with the clean, sharp angles of the new ribbon. Aunt Bessie herself become more youthful and lively, looking more relevant to a younger audience.
Aunt Bessie’s head of marketing Sam Dolan said:
“Our research told us that the roast is all about the family coming together and enjoying good quality food with no compromises. The reality is that the average family spends around just 30 minutes together each day and consumers don’t want to be stuck in the kitchen.
Consumers want products that are not only easy to prepare, but also deliver the quality the family deserves, every time. Aunt Bessie’s products have always provided high-quality solutions for roast dinners and midweek meals, which is reinforced by our returning ‘Bring Out the Bessie in You’ campaign.”
We love all things design-related and this logo journey has been very interesting. We love the new logo and the labels look stunning!
If you would like us to help with your labelling needs – give us a call on 01978 664544 and talk to our team of experts or you can email us at sales@etiquette.co.uk!
We offer many options for specialist products, like perforations for tamper-evident labels, split backing or peel and reseal labels. To find out more about our complete labelling solutions visit our website or youtube channel.