6. Food Labels as branding tools

The label or print on the packaging for a food product is a place where not only mandatory information is communicated. The label can also be used to communicate certain messages about the quality of the product, the production process, the origin of the ingredients, or even the lifestyle message that the producer wants to convey to the consumer.

Example: Food products with a characterising ingredient like peanut butter for example may state the percentage of this ingredient (85% peanuts or 100% peanuts) as a quality statement.

Watch the slide show below for more beautiful examples for use of labels as a branding tool. Hover over the images for a description: