One of the most stressful parts of starting this little sauce business was choosing a label design.
Some people think nothing of their labels initially. Throw together a design, print some labels out at home, stick them on the container, and then hit the shelves or the market stalls. Get selling first, worry about the details later. There's definitely merit to this approach. Sometimes we get so bogged down in the details we lose sight of the big picture. We're so worried about presentation we don't actually get down to the nitty gritty of making money. That can be bad.
But I knew I wanted to nail my packaging early on. I'm a stickler for a professional-looking product, and I think product appearance can make or break a sale. Proper labels were going to have to be done eventually, so I wanted to get it out of the way. Plus, I'm lucky enough to have some great designers as friends.
I worked with a couple of them at first. I didn't much know what I wanted, so that made it harder. Plus, I pretty much rejected anything too trendy right off the bat (think artisanal, chalkboard lettering, badges, banners, anything hipster-ish). Also, it needed to appeal to both men and women (some of my initial ideas were too "feminine").
Then suddenly, my friend Matt Owen appeared with the perfect design, the one I never knew I wanted, but that nailed it.
The colors are definitely Tuscan, the landscape evocative, and the garlic front and center, but somehow still subtle. But it's not just me who likes it. I've gotten tons of compliments on the label design over the past few months, especially from men, which is important, because they are the majority of our customers.
But this post isn't about our labels. It's really about bragging on what a great designer Matt is. Last week AIGA, which is a top professional organization for designers, released the names of the winners for their "50 Books/50 Covers" contest. I'm excited to tell you that Matt is one of the winners, for his work on a re-imagined Fahrenheit 451 cover.
Kudos, Matt! We not surprised that we're not the only admirers of your work, and we're happy to see you getting the attention and accolades you deserve. We're happy to say "We knew you when!"