Crafting the Perfect Food Label for Your Artisan or Gourmet Brand | Avery Dennison

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By Materials Group, Avery Dennison

Published on 29 July 2025

When it comes to artisan and gourmet food, it’s not just what's inside. The packaging, particularly the label, plays a crucial role in catching a consumer’s eye and reflecting the quality and story of your product. A well-designed label can set your brand apart in a crowded market, convey your values, and even turn a one-time buyer into a loyal customer.

If you're an artisan or gourmet food producer looking to elevate your branding, we've curated a selection of innovative and practical food packaging label ideas to help your products capture attention and stand out on the shelves.

First impressions count. Customers encounter dozens, if not hundreds, of choices in stores or online. Powerful food labels should not only grab attention but also effectively communicate essential information, like ingredients, storage instructions, and product origin. A strong design sets the tone for your brand, makes your product memorable, while building trust with consumers.

1. Use Textures and Materials Wisely

The materials you choose can instantly communicate the quality of your product. For example:

Kraft paper labels convey a rustic, handmade feel that works brilliantly for jams, sauces, or bakery goods.
Metallic foils or embossing add elegance that is perfect for high-end gourmet treats like chocolate or wine.
Sustainable materials such as recycled paper or plant-based plastics emphasise an eco-friendly ethos, appealing to environmentally conscious consumers.

Avery Dennison provides a wide range of interesting label materials that can set your brand apart.

2. Tell Your Brand Story

Your food labels should go beyond listing ingredients—they should tell a story. How was your product made? Where were the ingredients sourced? Who is the artisan behind this gourmet creation?

Differentiate your label by including:

Handwritten fonts that feel personal and handcrafted.
Taglines like “Baked in the heart of Devon” or “Farm-to-table goodness since 2015.”
Illustrative graphics, such as hand-drawn images of the primary ingredient, a family crest, or a depiction of your workshop.

3. Focus on Colour Psychology

The colours of your packaging can evoke emotions and influence purchasing decisions. Reflect the essence of your product by using colours such as:

Earthy greens and browns for natural, organic products.
Vibrant red or orange for spicy or bold flavours.
Sophisticated black, gold or silver for luxury, indulgent products.

A small change in material or printing can make a big impact on helping your brand last in people’s minds.

4. Play with Unique Shapes and Cuts

Experimenting with shapes—like ovals, scalloped edges, or even more intricate die-cuts—can add a distinctive touch to your packaging. Picture a cheese label shaped like a wedge or a honey label designed to resemble a honeycomb. These thoughtful details not only enhance visual appeal but also showcase your brand's creativity.

Pressure-sensitive labelling is the only technology capable of delivering these sophisticated designs with precision.

5. Include Custom Touches

Nothing says “crafted with love” like custom details. Whether it’s:

Personalised labels where customers can write the date they opened the product (great for pickles, sauces, or fresh products that need tracking).
QR codes leading to behind-the-scenes videos, recipes, customer reviews, or the journey from farm to fork.

These add a sense of exclusivity and elevate your packaging game.

6. Don’t Overlook Practicality

While creativity is crucial, your labels also need to be functional. Ensure they:

Are readable, especially critical food information.
Contain essential information like allergens, nutritional facts, expiry dates, and storage instructions.
Are durable enough to withstand various environments, whether freezing, refrigerated, or exposed to light on a supermarket shelf.

Partnering with experienced label providers like Avery Dennison ensures your labels strike the perfect balance between visual appeal and functionality.

The Benefits of Great Labels

Thoughtful food packaging design can make a big impact. Here’s how:

Attract Customers: Eye-catching labels draw attention and encourage shoppers to choose your product over the competition.
Build Trust: Clear, informative labels demonstrate transparency and show customers that you care.
Strengthen Your Brand: Consistent branding across flavours and product lines fosters loyalty and recognition.
Ensure Compliance: Accurate labelling keeps your products aligned with legal and industry standards.

When done well, your custom food labels not only showcase what makes your brand special but also help turn potential shoppers into dedicated fans.

Whether it’s through unique materials, clever design, or added customisation, your artisan and gourmet food labels are an opportunity to communicate the quality and care behind your product. Remember, great packaging isn’t just about looking good—it’s an invitation for customers to experience something exceptional.

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