Posted: 14/08/2015

Tracklements overhauls branding across entire range

Tracklements Original Onion MarmaladeCondiment-maker Tracklements has unveiled a major redesign across its range that sees more than 50 products receive their own individual labels.

The products have been numbered in chronological order – original mustard is Recipe No. 1 – and each one now bears a new adjective and has a unique label featuring a hand-drawn illustration.

The Wiltshire firm conducted extensive consumer research before commissioning design agency Big Fish to create the new look.

Tracklements marketing director Becky Vale told FFD that the changes had been “unanimously” approved across the range of demographics surveyed.

Tracklements Robust Wholegrain MustardShe said that the old design needed updating to boost shelf stand-out and appeal to consumers who were new to the brand.

“People who were unfamiliar with Tracklements struggled to decide, from looking at the labels, what Tracklements is like as a company,” she said. “As we pride ourselves on being innovators in the market and making all our products by hand, in small batches and using only the very best quality ingredients, we felt we had a job to do to communicate this better.”

Tracklements Fresh Chilli JamThe roll-out of the new jars will begin in September and Tracklements is supplying free point-of-sale materials to explain the change in labels to consumers during the transition.

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