Food brand for farm produced rapeseed oil

The Bells of Bell & Loxton have been farming at Upton Barton in South Devon for the past 40 years. They recently took the decision to produce their own brand of premium quality, cold pressed rapeseed oil, which would be grown, cold pressed and bottled on the farm.

The chief competition is rapeseed oil’s Mediterranean cousin – Virgin and Extra Virgin olive oil. So the branding needed to differentiate the product, communicate its environmental and health advantages while providing unmistakable shelf shout.

Test Marketing

The decision to use an aluminium rather than a glass bottle was not taken lightly: aluminium is lighter to transport, keeps the oil in better condition, has much improved recycling characteristics, is less expensive – but not traditionally used to contain olive oil, let alone rapeseed oil.

Test marketing indicated that the aluminium won hands down and the eye catching, brushed silver bottles now form a central part of the branding. The initial work included creating the Bell & Loxton brand in tandem with the labeling for the bottles and an e-commerce website, ready for the launch.

Tasting sessions are an important part of the marketing mix so leaflets and an exhibition stand were designed to support this activity. Most recently, two neck labels have been designed to highlight the string of foody awards and reinforce the volume of the contents: glass bottles are much thicker than aluminum which leaves far more room for the product inside, but inevitably look smaller on the shelf so the slogan “More Oil, Less Bottle” gets the message across.

Branding

The logo and branding for Bell & Loxton has played an important role is establishing this relatively new product and gaining shelf space in around 60 outlets with Waitrose waiting in the wings.

Award Winning Packaging Design

We are delighted to learn that our client Bell & Loxton has won the Best Packaging award from Food & Drink Devon which is committed to make ‘Love the Flavour’ a nationally recognised brand for outstanding sustainable food and drink. The spun aluminium bottles were the client’s choice right from the outset and the judges praised the ‘seriously smart and immensely designer, silver bottles of Cold Pressed Rapeseed Oil’.

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