Posted: 20/09/2019

Jurassic imagery sets Dorset brand apart from rustic rivals

Imagery of stone and fossils from Dorset‘s Jurassic Coast is combined with detailed notes on ingredients and suppliers in dramatic new branding from Capreolus Fine Food.

The upgraded packaging was due to arrive at the company’s rural base near Beaminster as FFD went to press, in time for its launch at the Speciality & Fine Food Fair. It has already had a positive response from Selfridges, which will stock the range and is looking at options for Christmas hamper products.

Karen Richards, who runs Capreolus with husband David, said the rebrand was happening in two phases. Vac-pack labels will carry the new design from this month, with the business switching to “more recylable” modified atmosphere packs with card sleeves by Christmas.

Products boasting the new look include guanciale (100g vac-pack, trade price £3.31), Dorset coppa (80g, £3.76), smoked mutton (80g, £4.26) and chorizo (80g, £2.80), each of which collected a Great Taste 3-star this year.

Explaining the new pack designs, Richards said different stone and fossil images were being used to identify each product in the range, with a deliberate move away from rustic imagery to “make them stand out in an increasingly crowded charcuterie market”.  

“We haven’t used pictures of pigs, trees, fields, flat caps or meats. We felt these colours would be brave and diverse.”

There is also detailed on-pack information on each product, such as the truffle-infused lardo  made with “the thickest back-fat from free-range Middle White pics, bred at Little Oak Farm in Exmoor National Park…dry cured with a blend of herbs and spices for three months.”

Other lines in the Capreolus range include air-dried ham and pork loin, beech-smoked pastrami, ‘nduja and duck confit.

This story appeared in the September issue of Fine Food Digest. You can read more on the digital edition here.

Read more of the latest news from Fine Food Digest here

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