Nowdays customers are increasingly aware of the quality of food and the widespread interest of high quality products is still a pulling factor.More and more food players in the food, segment their offer by launching its range lines or individual products in a premium area, to raise its reputation and its margins aiming to a market niche. This trend it’s determinating the role of design, which has the task of communicating the superiority of the product and attract the consuption of a sensitive and sophisticated target. Which are the visual codes that allow a product to situate in a premium area?
The color is one of most immediate and effective tool to recognize an excellent product from an affordable one. Black has always been identify as the colour of elegance: black labels accentuate intuitively their difference, as Connoisseur ice-cream, the vingar company Fini or the Legumi d’Italia of Annalisa, eccellence’s conserves born from Presìdi Slow Food. In recent years have appeared as much efficient colours: white, used with knowledge in the Sélection line of Migros, otherwise different colours, dishes and desaturated colours, wide backgrounds as the Waitrose's soups and the Jada‘s specilities, or the metallic finishes of Coop Fine Foods.
Premium packs are always enhanced by a texture from which became a relevant element and not just a simple decoration. In this way it becomes an element able to characterize and give personality to the product, making it more attractive. The decor of the pack will contribute, together with other elements such as typography or visual, to make language more effective in communicating the brand brand values such as: authenticity, tradition, authenticity, etc. That is what happen for Cauldron or Tesco Finest with Restaurant Collection, but also for Fooderus where the principle of the glamour texture is the happiness.
When someone takes a picture we try to shed light on our best side. This principle in premium food becomes the same; what can be the best side of a food product? There is no right and unique answer: it can change depending on the shape of the product but also from the brand strategy. Effectively a visual implies not only a shutter click: the visual is a mise-en-scene, and it should be coherent with the brand promise and with the offer. For example if a brand promises absolute quality of raw material, it will show the ingredient as it is like Duchy Originals's organic line, Deseo’s cookies or the Rana’s pasta. Otherwise brands with a unique expertise in the preparation can communicate their talent through wealthier and appetizer visuals where the background, the light, the point of view and the presentation of the dish tell a niche approach. Exactly what happened with the english brand Gü.
In addition of product’s visual, the typography and the way the informations are organized on the pack they represent an espressive tool to distinguish the brand language and convey its values. One of the most classical and widespread code – borrowed from high fashion – is the substraction, the minimalism that make it unique and aspirational. There is also an opposite trend, more “slow” and cosmopolitan, from which the excellence pass through a well-articulated and warmer story, where details attract and entertain. The pack turns into a book in which the producer narrates and shares his passion. So do Toast for Cheese from the english brand Fine Cheese Co. or our pasta Rummo.
Every culinary speciality originates from a specific coltur developed over the centuries; this is why many high quality products tell the country of birth. You can talk about the territory in many ways: with a simple declaration of the origin, with graphics that reassure the place of production, or photography. This is much more interesting cause it becomes a frame, a way to avoid stereotypical representation and provides a critical and honest point of view, such a reportage. The english brand Tyrrell bring all the british sense of humor to the products. Arrigoni tell with warm and transparency its hundred-year history. Köwa leads the consumer to a trip around the world.