Hickeys Barm Brack – Packaging Design


Hickeys Barm Brack – Packaging Design

What Did the Client Need?

Hickey’s Barm Brack is a traditional Irish, handmade, yeast-risen fruit loaf. This award winning Barm Brack also features in Lonely Planet Food Ultimate Eatlist. Hickeys came to us because they felt that their packaging didn’t reflect their award winning quality product. Hickeys sell their tasty Barm Brack all year round, however because this product is specifically associated with Halloween, an eye-catching label was required to pique consumers interest.

The Solution

AKGraphics were tasked with designing a Halloween themed label for Hickey’s Barm Brack. We jumped at the chance to work on such an interesting design project. It was unique to design packaging where the main goal was not just about achieving an increase in sales. Instead, the desired outcome was to create a label that would help potential consumers to understand that this is a special, luxury Barm Brack.

After lots of research (including heavy taste testing) we designed a very traditional style label with a classic typeface, to reflect the strong history of Barm Brack in Ireland. We used a delicate line drawing style, with strokes spider-web-thin, to convey the creepy and eerie side of Halloween. Part of the illustration is printed with gold foil to advertise the prestige and quality of this product. Our label integrates well with the original Hickey’s label as they both use a palette of limited colours. Overall, a “spooky meets luxury” look was achieved.

The Result

The new label design has a premium feel and represents the superior quality of Hickey’s Barm Brack. The Barm Brack now has a stand out label that will increase its desirability as the quality shines through the label. The black and gold foil on the label catches the light and shines, portraying a luxury product allowing the quality to shine through and stand out on shelves against its competitors.

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