Blue Marlin has provided a new identity for food brand Baxters’ packaging, focusing on its quality product ranges. The brief was to communicate the Scottish heritage of the products and Baxters’ integrity as a family-run business.
Senior designer Mary Lewis created a “watchstrap” label format which uses specially commissioned tartans. Each product range carries either calligraphy or a hand-crafted font for product descriptions and the labels’ rippled edging evokes traditional craft skills.
A new, squat jar with multi-faceted sides was created for the luxury conserves range. The “pour over sauces” products forgo the tartan – opting instead for a contemporary look using food photography. The new Baxters range will be launched throughout 1997 and 1998.