The Bay Tree Foods Artisan Condiments and Preserves With a Flourish

Afterhours Studio - The Bay Tree Foods.jpg

Afterhours Studio - The Bay Tree Foods


Relaunch of The Bay Tree Foods range of artisan pickles, chutneys, sauces and preserves built around the new brand proposition “Making the ordinary extraordinary”.

The new packaging design puts the Bay Tree brand mark at the centre of this expression. The original logo has been reworked and finessed and given pride of place on the jar, giving the tree new ‘roots’ in the landscape label structure. This reinforces the brand’s values and approach – made with the best natural ingredients from the land. The 'flourishing' canopy of leaves has been composed to represent the culinary magic and resulting burst of flavour in every jar.

The theme of transformation is further built through on-pack language with descriptor playfully describing how a spoonful of Bay Tree can transform key everyday dishes. The colour palette and uncoated finish of the labels were chosen to dial up foodiness with each variant given a unique selection of vibrant but real colours within the leaves. This is intended to capture the unique balance of ingredients and flavour notes that each product offers.

Case study photography shot by Neil White.

Afterhours Studio - The Bay Tree Foods2.jpg
Afterhours Studio - The Bay Tree Foods3.jpg
Afterhours Studio - The Bay Tree Foods4.jpg
Afterhours Studio - The Bay Tree Foods6.jpg
Afterhours Studio - The Bay Tree Foods7.jpg

Design Agency Name: Afterhours Studio
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Artisan Condiments and Preserves With a Flourish
Brand / Project Name: The Bay Tree Foods
Project Type: Consumer Brand Redesign
Strategic Deliverables: Consumer Product Naming, Consumer Tone of Voice, Consumer Product Brand Architecture
Design Deliverables: Consumer Branding, Consumer Rebranding, Consumer Brand Identity, Consumer
Brand Identity System, Consumer Brand Guidelines, Consumer Graphic Packaging Design
Location: United Kingdom
Market Country: Multiple Countries
Market Region: Europe
Project Category: Condiments
Consumer Packaging Format: Bottle, Jar, Sleeve, Pouch
Consumer Substrate / Material: Glass, Metal, Pulp Paper