We were hired by TLC Ranch to create a commercial brand for their pasture-raised egg business. They wanted a brand identity to compete with larger, more established commercial brands. It was also important to convey that the chickens live outdoors, are healthy, happy and humanely treated, and that TLC Ranch is a sizable operation.
We faced challenges included limitations of the printing process and USDA packaging regulations.
In terms of precision and quality, flexographic printing on cartons is not much better than hand stamping with a potato. W+W, however, has experience coaxing great results from flexo. So we knew to use "keep-away" strokes and large areas of bold color. We also tested the design with a Photoshop plug-in from Mister Retro called Permanent Press Filter, an effects filter that simulates printing processes. So we could preview how the label would look with the kind of misregistration common to flexo.
USDA packaging regulations require a good deal of textual information to be printed in large type. But with Jen's experience dealing with USDA regulations, we knew how to satisfy these requirements and still design a package with high shelf appeal that stands out from competing brands.
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