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How to Translate Your Brand Identity into Packaging and Labels: A Step-by-Step Guide

While you might not judge a person based on one meeting, products often don’t get a second chance on a crowded shelf. Let’s face it — when it comes to shopping, customers all judge a book by its cover, or in this case, a product by its packaging. Studies say about 70% of consumers make snap decisions based on packaging alone — tough for your amazing product on the inside!

Let’s dive into the consumer psyche and how your packaging choices can help you connect to your ideal audience.

The Significance of Brand Identity in Packaging and Labeling

It’s not only your choice of color palette and the feel of a quality product label design that matters. Nearly two-thirds of shoppers feel more connected with brands that share their values, often thanks to clever packaging that tells a story. If a product’s packaging catches the consumer’s eye in the first few seconds, we are a whopping 81% more likely to toss it into our cart.

What is this magic that compels consumers to pick one product over another? One ingredient is a well-communicated brand identity.

What Is Brand Identity?

Author and branding guru Seth Godin once said, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Brand identity encompasses the visible elements of a brand, including its:

Name
Logo
Color palette
Typography
Imagery
Tone of voice

Together, they create a unique image in the consumer’s mind. These components work in harmony to convey the brand’s message and values.

Where Packaging and Labeling Meet Brand Identity

Packaging and labeling play a crucial role as the physical embodiment of a brand’s identity. They are often the first touchpoint a consumer has with a product, making them essential in creating lasting impressions.

Well-designed packaging not only attracts attention on the shelf but also communicates the brand’s essence, values, and intentions. Effective packaging can enhance a consumer’s experience, reflecting quality and care in the product within.

Once you’ve started growing a loyal fanbase, consistent design elements, packaging, and labels can reinforce brand recognition, fostering customer trust and loyalty.

Key Visual Elements of Brand Identity

When translating brand identity into packaging, several key visual elements must be considered:

Color: The choice of colors in packaging influences consumer perception and can evoke specific emotions. For example, blue often conveys trust and reliability, while green is associated with eco-friendliness and health.
Typography: The fonts selected for packaging should align with the brand’s personality and tone. Elegant script fonts might suggest luxury, while bold, sans-serif fonts can impart a modern, approachable feel.
Imagery: The visuals used, whether photographs, illustrations, or graphics, should resonate with the brand’s message and audience. They can enhance storytelling, making the product more relatable and memorable.

The Impact of Branding and Design on Profitability and Marketability

Branding and design are two of the biggest parts of your brand equity. They shape consumer perceptions and can significantly influence purchasing decisions. Here’s how they impact your bottom line:

Generates Organic Word of Mouth (WOM) Marketing: A strong brand identity attracts new customers and helps retain existing customers, leading to repeat purchases and valuable word-of-mouth promotion.
Accelerates Growth Through Recognition: Unique packaging and label design make your product memorable and easy to find—that’s what we call brand recognition.
Adds Perceived Value: Eye-catching design helps your product stand out, helping you justify your price point.
Simplifies Marketing Efforts: A clear and consistent brand across products and platforms makes sales and marketing easier.

Shopper Psychology: How Packaging Influences Consumer Perception

Packaging is far more than just a protective layer for products; it is the first touchpoint between consumers and your brand — and it turns out that most of the time, the average shopper doesn’t know they’re being judgemental.

Harvard Business School professor Gerald Zaltman highlights in his book How Customers Think: Essential Insights into the Mind of the Market that as much as 95% of the decisions customers make when purchasing occur within our subconscious mind.

The design, color, shape, and material of packaging can significantly affect consumer perceptions and buying decisions. Eye-catching packaging can evoke emotions and attract attention, driving impulse purchases and establishing a brand’s identity in a crowded marketplace. Packaging can signal quality and sustainability, influencing consumers’ choices in an increasingly eco-conscious market.

Woman shopping in a supermarket

Designing for Your Target Market

A deep understanding of their preferences, values, and lifestyles is essential to ensure that packaging resonates with your target audience. Here are some tips for creating effective packaging:

Research Demographics: Conduct market research to understand your audience’s characteristics, including age, gender, and interests.
Visual Elements: Use colors and graphics that appeal to your demographic. Younger consumers might prefer bold, playful designs, while older consumers may appreciate classic and understated elegance.
Functional Design: Consider the practical needs of your target market, such as ease of use, convenience, and portability, ensuring that your packaging meets their expectations.

How Types of Packaging Speak to Different Demographics

Packaging should speak to your brand’s key personas.

Eco-Friendly Packaging: Brands like Method and Haagen-Dazs have successfully adopted sustainable packaging that appeals to environmentally conscious consumers, reinforcing their commitment to sustainability.
Luxury Packaging: Companies like Chanel use elegant, minimalist designs to convey a sense of exclusivity and high quality, resonating with affluent clients seeking premium products.
Whimsical Packaging: Brands targeting families and children, like M&M’s, often employ vibrant colors and playful illustrations, making their products visually appealing to younger audiences and their parents alike.

How to Communicate Brand Identity Effectively to a Designer

Before you talk to the designer, you’ll need to get your ducks in a row. This means creating a clear common language to communicate with each other.

Define Your Brand’s Vision and Values: Outlining the core principles that drive your brand. What is its mission and vision? Articulate the values you want the brand to embody and the problem you want to solve with your product.
Identify Your Target Audience: purchasing behaviors. This information helps the designer understand whom they are designing for.
Choose a Tone and Voice: Describe the tone of communication that your brand will use — will it be playful, serious, modern, or nostalgic? This will guide the designer in selecting colors, typography, and styles that align with your brand personality.
Create a Brand Guide or Identity Brief: Your brand will include all the above plus examples of your buyer persona, logo use, brand colors, and fonts. (Pro tip: look at other industry-adjacent brand language and style guides to get a feel for what to include and then customize it to your brand’s voice and audience.)

What to Give to a Designer

It’s helpful to include a few extras along with the brand guide. Most experienced designers can seamlessly switch between brand aesthetics, but they tend to work better with visual references than only verbal ones.

Provide Visual Inspiration: Include mood boards, examples of competitor brands, or any visuals that resonate with your brand’s identity. This will help the designer visualize your expectations.

Outline Specific Requirements: Specify any essential elements or constraints in the design, such as logo usage, color palettes, and typography guidelines. Be clear about what must and must not be included.

Collaboration Strategies

These are some tips to keep the design process smooth. Really solid communication will save you time and money.

Be Clear and Concise: Use straightforward language and avoid jargon when discussing your brand identity. Ensure that all key points are easy to understand and direct.
Encourage Questions: Foster an open atmosphere by inviting the designer to ask questions for clarity. This helps prevent misunderstandings and aligns expectations.
Provide Context: Explain why certain elements are important to your brand. Sharing the reasoning behind your choices gives the designer a deeper understanding of your vision.
Regular Check-Ins: Schedule periodic meetings to discuss progress and address any concerns. This keeps everyone on the same page and allows for adjustments based on client feedback.
Constructive Feedback: Offer feedback that is specific and actionable. Instead of saying you don’t like a design, explain what aspects do not align with your vision and why.
Celebrate Milestones: Acknowledge completed phases in the design process to maintain motivation. Recognizing efforts helps build a positive working relationship and encourages designers to deliver their best work.

Choosing the Right Materials and Styles Based on Your Brand Identity

Material Selection

When selecting materials for your packaging, it’s crucial to consider how each option can align with and enhance your brand identity.

For instance, paper offers a classic, eco-friendly choice that can be tailored with various textures and finishes for a unique touch.

BOPP (Biaxially Oriented Polypropylene) is a versatile and durable material that works well for products requiring moisture protection while maintaining a clear design aesthetic.

Vinyl, known for its vibrant colors and flexibility, can convey a modern and durable impression, making it suitable for brands looking to stand out in a competitive market.

Style Considerations

Your packaging style should ultimately serve to reflect and elevate your brand’s identity and values.

A minimalist approach, like the one famously used by Apple, can communicate sophistication and modernity, appealing to consumers who value simplicity and elegance.

On the other hand, luxury packaging often employs high-quality materials and intricate designs to create an impression of exclusivity and prestige. The perfume industry does an excellent job using custom packaging and high-end label finishes to speak to a high-end buyer.

Eco-friendly packaging can resonate with environmentally conscious consumers, showcasing a commitment to sustainability. Lush is a great example, showcasing bold, eco-friendly packaging that aligns with their ethical stance.

The Importance of Brand Consistency Across Products and Product Lines

Keeping your brand consistent across all products and packaging is key to building consumer trust. When customers see a uniform brand experience, it boosts their recognition and makes them feel more connected to your products. This connection can lead to increased loyalty, as people tend to stick with brands they know well.

To achieve this, brands should create clear brand guidelines for visual elements like logos, colors, and typography and ensure that teams are trained on these standards.

Should you live and die by your brand guide? Not always. When launching new products or entering different markets, it’s vital to adjust your branding thoughtfully, maintaining your core identity while appealing to local tastes. By focusing on consistency, companies can grow while solidifying their presence in the market.

Blue Label Can Help Connect Your Brand to Your Packaging

Next time you’re designing labeling or packaging, remember that a little thought toward branding, materials, and intent can go a long way toward turning heads and creating a loyal customer base.

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Red Labels That Inspire: A Gallery of Designs for Red Product Labels

Red is the color of passion, power, and unshakable confidence—and when it’s used on a label, it has the ability to make products pop off the shelves. The color red can make a product feel bold and fiery or rich and refined. In this post, we’re diving into some inspiring examples of red labels that demand attention, connect with customers, and leave a lasting impression.

Cocoa Santé Hot Cocoa

The deep red on the Cocoa Santé Parisien label grabs your attention instantly—it’s bold, luxurious, and exudes warmth and indulgence. It’s the kind of color that makes you feel like you’re about to unwrap something truly special, setting the perfect tone for a Parisian-inspired cocoa experience.

Bake Me Happy Baked Goods

The bright, cheerful red of the Bake Me Happy label is impossible to miss—it’s fun, welcoming, and gives off a sense of homemade joy. Paired with the playful scalloped edge and friendly typography, it’s like the packaging is saying, “Yes, it’s gluten-free, but it’s also packed with pure happiness!”

Baked cookies with custom labels

Iowa Legendary Rye Whiskey

The deep, rich red of the Iowa Legendary Rye label is sophisticated, and gives nod to its storied 100-year history, drawing you into the bootlegger’s era. With its bold typography and intricate golden accents, the design evokes craftsmanship and legacy.

Rye Whiskey Label

Mosinee Brewing Company’s Flashover Imperial Irish Red

The fiery red design of Mosinee Brewing Company’s Flashover Imperial Irish Red cans gives off intensity and energy, echoing the bold, full-bodied flavor inside. The subtle textured pattern adds depth and character, making this can unforgettable.

Roaring Table Brewing’s Inessential Houses IPA

The playful pink palette and charming illustrations on Roaring Table Brewing’s Inessential Houses can make it feel like you’re strolling through a vibrant, whimsical neighborhood. The design is as refreshing and unexpected as the Sour IPA inside.

Land Grant’s Splendid Berry Brut

The bright, playful red and intricate patterns on Land Grant’s Jeni’s Splendid cans mirrors the creativity and sweetness of its collaboration with Jeni’s Splendid Ice Creams. The design feels like a joyful celebration in a can—inviting, fun, and as delightful as the treat-inspired beer inside.

Watershed Distillery Bourbon

The bold red label on Watershed Distillery’s bourbon strikes the perfect balance between modern simplicity and timeless warmth, drawing attention to its refined craftsmanship. It’s a design that feels right at home at any gathering—inviting, approachable, and as smooth as the bourbon it represents.

North Country Charcuterie

The fiery red labels for North Country Charcuterie’s El Diablo Chorizo demand attention with their bold and spicy energy, channeling the heat-packed flavor inside. The clean typography and rustic packaging create an artisanal charm.

Custom food label for North Country

Stadium Pizza Write Shot Red

The bold red labels for Stadium Pizza’s Wrist Shot Red amber ale hit the mark with their energetic hockey-inspired design. The striking colors and dynamic illustration make this brew feel like a power play for your taste buds, perfect for game day or any day.

Cà Phê Sữa Đá Sang Vietnamese Coffee

The vibrant red label on Sang Vietnamese Coffee’s plant-based can is bold, modern, and full of energy. Paired with the minty green/blue typography, it’s a fresh twist on tradition that grabs your attention and promises a creamy, plant-powered coffee experience.

Clos du Val Cabernet Sauvignon

The rich, earthy tones of the Clos du Val Cabernet Sauvignon label evoke elegance and timeless sophistication, capturing the essence of Napa Valley’s craftsmanship. With its delicate script and balanced design, the label feels as refined and complex as the wine itself.

Wine bottle with red label

Big Mountain Ciderworks Cherry Blossom Cider

The Big Mountain Ciderworks Cherry Blossom label features a rich cherry-red background adorned with delicate floral accents that evoke freshness and sophistication. The interplay of bold typography and soft blossom imagery creates a perfect harmony, much like the semi-sweet cider inside.

bottle with custom cider labels

Krayasart Thai snack bites

The vibrant red packaging of Krayasart Thai Snack Bites demands attention with its intricate, mandala-inspired design that radiates energy and cultural authenticity. Perfectly complementing the bold chili-lime peanut flavor, this packaging promises a snack experience that’s as dynamic and exciting as its appearance suggests.

Specialty food packages with custom labels

Nomad Snack Company’s Raw Dark Chocolate Bars

The Nomad Snack Company raw dark chocolate bar packaging is a perfect blend of rustic charm and modern flair. With its kraft paper base and vibrant pink accent, it feels natural and handcrafted, while the copper foil logo adds a luxurious touch.

chocolate box with custom label

Asheville Spice Company All Y’All Spice

The bold orange/red label for Asheville Spice Company’s All Y’All Spice is as vibrant and flavorful as the blend itself, capturing the warmth of southern charm and the zest of its mountain-roasted ingredients. With its playful skillet graphic and hand-drawn typography, this packaging promises an authentic and lively seasoning experience.

Spice Seasoning Jars with Labels

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Restaurant Stickers: How Food Labels for Delivery and Takeout Orders Can Benefit Your Business

If you run a business where people order takeout or delivery, quality, consistent packaging is a must. However, it can be easy to overlook a valuable piece of the delivery and takeout puzzle – a food label.

No matter whether you call it a label or sticker, these markers can make a difference for your business. Here are three notable reasons why you should invest in food labels for your takeout and delivery orders.

Food Labels Can Provide Useful Information

A good label is a blank canvas for potential information, both for you and your customers. A single sticker is an easy way for you to share key business information with every container – and in a very professional, attractive manner as well. For example, the following details could prove useful to your customers:

Restaurant hours
Phone number
Website
Social media pages
Locations (if applicable)

Even though you’ve already completed a transaction, after an order, it doesn’t hurt to remind people how and where to contact you for their next order. Listed information can also prove useful for a new customer who had no idea they could follow you on social media or that you had a location near their mom’s house.

In addition to details like your phone number, stickers can also help you share information that’s custom to every order. A takeout label can easily include a blank space that’s designed for helpful features that would improve a customer’s experience. For example, a customer with a big order would probably appreciate it if each container had a sticker that listed what is in the container and when it was packaged. Sure, you could write it directly on a box, but labels look much more professional and act as a great way to include quality branding.

Food delivery and takeout labels being printed.

Food Labels Make for Extra Marketing Opportunities

Speaking of how labels make for more professional packaging, let’s talk about a key benefit of a good restaurant sticker: branding. Every takeout or delivery container is a marketing opportunity. Takeout and delivery labels are prime spaces to include your logo, color themes, and any other details that will resonate with customers. Any restaurant can slap a boring white sticker on a package and call it a day. Only yours can emblazon each order with your brand and get people excited before they open the container.

Another benefit of utilizing branded takeout labels is that it helps create a cohesive image for your business. From takeout containers to menus and signage, unified presentation is big for business. How big, you ask? One study estimates that consistent presentation of a brand can help increase revenue by 33 percent, so investing in some branded container labels can be a greater financial boon than you think. In fact, diehard fans may even appreciate an extra sticker or two in their bags – it never hurts to have your customers stick your brand in new places.

Food Labels Make Food More Secure

A good sticker offers do more than just look good and provide information. Restaurant labels can serve as tamper evident seals for delivery and takeout orders. That simple seal over the flap of a container can help protect food from devious delivery drivers. That’s a key safeguard with more people turning to delivery services like DoorDash and Uber Eats, especially since a 2019 study by U.S. Foods found that 28 percent of deliverers admitted to taking food from an order.

Even if you don’t rely on outside delivery people and trust your staff, the vast majority of customers still appreciate a tamper evident seal. That same study found that 85 percent of people would like restaurants to use some form of seal to protect their food. A simple seal can give your customers some peace of mind – and that’s something you can’t put a price on.

An assortment of food label stickers laying on a table.

How to Get the Most Out of Your Takeout and Delivery Stickers

Even a single sticker can make a notable impact on your packaging. Of course, that doesn’t mean you need to settle for basic labels for your restaurant. Every takeout or delivery label is a chance to educate and impress your customers, so it’s best to get the most out of these miniature marketing tools.

At Blue Label, we can help you enhance your labels without breaking the bank. If you really want to impress your customers, we can laminate to protect your artwork and add a textural element to your packaging. We can even utilize variable data printing technology to randomize certain elements – like different food items, slogans, or maybe pictures of your other menu options – of your labels and really spice up your sticker game. No matter what route you want to take, our experts can help you invest in stunning food labels for your to-go orders. Even better, our digital printing technology allows you to order labels in small quantities without sacrificing on quality and order flexibility.

Ready to amp up your takeout and delivery orders? Contact us today to talk to one of our experts about how we can help you improve your packaging.

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3 Ways to Make Consumers Notice Your Kombucha Labels

More people are looking to buy kombucha every day. Of course, this also means that more businesses want to make their own mark in the kombucha market. In a crowded field, product packaging can be the difference between success and a lack of sales. Here are three kombucha label trends that you can use to promote your products.

Show Off Your Colors (Both Inside and Out)

The natural aspect of kombucha is a major selling point, so don’t be afraid to channel that connection with your product labels. Utilize colors that not only pop, but also mirror the natural side of your kombucha. Full color label printing can help you achieve lush greens, vivacious reds, and other vibrant colors can help attract attention and promote your product at the same time.

The colors on your labels aren’t the only ones that can attract consumers. Clear kombucha labels allow you to show off the contents of your container to the world. Not only can the natural color of your kombucha intrigue consumers, people who like to see what they buy will also enjoy your transparency.

A closeup on a colorful kombucha label.

Showcase the Natural, Healthy Side of Kombucha

A big reason why people choose to buy kombucha is because it’s a better alternative to sugary, unhealthy beverages. Why not reinforce that perception on your label? Be open and honest about everything that goes into your product, especially if you source all-natural ingredients. If you want to be extremely transparent about your kombucha, you can even list the ingredients on the front. You’ll have to include them on the back anyway, so you can help build trust with ingredient-conscious customers by making the contents of your container a main selling point.

Another way kombucha can stand out is through the organic seal. According to Lumina Intelligence, half the kombucha products sold in the U.S. are organic. If that applies to your kombucha, make sure to add the organic seal to your labels. As long as you meet all the requirements for organic labels, that seal can serve as another reason why consumers will choose your products instead of the competition.

There are also other signifiers that can help you promote a healthier product on your label. The U.S. Department of Agriculture (USDA) and Federal Drug Administration (FDA) aren’t as strict about companies labeling their products as “natural,” but the word can still help you build that image for your product. You can also include specific health claims on your label if your kombucha qualifies for them via the FDA’s Food Labeling Guide.

An assortment of kombucha labels that show off the contents of their containers.

Use Your Label to Tell a Story

People want to relate to the products they purchase, and storytelling is a good way to help companies create a connection with consumers. According to an exercise conducted by authors Chip and Dan Heath, a group of Stanford University students shared stories that contained different facts to see what information people would retain. Five percent of students remembered specific statistics, while 63 percent remembered the stories the students told.

You don’t need to take up a lot of real estate on your labels to share your story. You can share a short origin story about your business next to the information panel. Is your kombucha part of a family-owned business? Let your consumers know. Have a funny story about how you started making your kombucha? Share it with the world. Storytelling can range from a simple, short sentence to a complex augmented reality labels, so don’t be afraid to use your packaging to promote your story.

Work with the Right Printer to Give Your Kombucha an Edge

A good label design plays a crucial part in selling your product, which is why it’s important to find a label printing company that can do your design justice. Blue Label Packaging Company has the state-of-the-art equipment and experience to make your products stand out among the competition. Contact Blue Label today to talk to our experts about your kombucha labels.

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3 Ways to Make Your Cold Brew Labels Succeed

Cold brew is going through a hot spell. The cold brew coffee market is expected to see a combined annual growth rate of more than 27 percent by 2022, it makes quality packaging even more important than ever before.

With a growing market, your cold brew products will need to stick out amid the competition. Here are three ways that you can improve your cold brew labels to help your products succeed.

Make Sure Your Cold Brew Labels Stand Out

One of the first things you need to do is figure out a good labeling solution for your container. For bottles, that means you’ll might consider if you want to use a full-wrap label or a partial wrap with separate pieces for the front and back of your container. You may also want to add a bottleneck label to add some extra flair to your packaging. As for cans, you’ll want to decide how much coverage you want. If you want to add a “second skin” that conforms to the shape of your can, shrink sleeves are a good fit.

In addition to dealing with containers, you’ll need to focus on your design. If you’re looking for an edge to make your labels pop compared to your competition, a little science may help. There are multiple psychological elements that can help you create eye-catching labels, including the following four elements:

Font types
Layout design
Color psychology
Visual processing

Another way to help showcase your brand is to promote personality and be different from the typical competitors. Don’t be afraid to showcase your brand in certain light. If you want to position your product as a high-class cold brew, a sophisticated metallic foil or decorative varnish. If you qualify for organic status, consider including the organic seal to attract for environmentally and health conscious customers. Your label tells a story, so make sure your design shares the right message.

The cold brew bottle labels on display.

Make Sure Your Cold Brew Labels Perform Under Pressure

After investing time in making sure your cold brew label looks great, it’s important that they’re made to last as well. There are multiple factors that impact how long labels will last, so, you’ll want to identify any potential issues for your products. For cold brew labels, typical issues include moisture and scratches.

Like many beverages, it’s not uncommon to see cold brew containers in coolers or refrigerators. Whether they’re in direct contact with ice or water or just dealing with condensation, the presence of moisture can distort labels and even cause them to fall off your container. A water-resistant label like a film and an appropriate label adhesive can help your cold brew labels avoid these problems. If you really like the classic look of a paper label – which is quite understandable – you should invest in a material with a higher wet strength. Even the most water-resistant paper label will become fully saturated over time, so you’ll need to weigh the risks of your product’s environment with the rewards of that come with paper labels.

Scuffs and scratches are another potential issue. Surface damage can occur at many points during a product’s journey, from shipping and storage to an accidental fingernail scrape during consumption. Both paper and film labels are susceptible to the dangers of scuffing, so you should consider adding a protective laminate or varnish to help shield your label’s design from damage.

Make Sure Your Cold Brew Labels are Comply with Legal Regulations

As with any other food or beverage product, there are multiple regulations set by the U.S. Food and Drug Administration (FDA) that you need to follow to keep your cold brew labels compliant. Certain features, such as “best by” and “sell by” dates, are optional, but there many required elements that you must display on your cold brew labels. These include:

Name of the product
Name and address of the manufacturer or distributor
Net quantity of contents
Ingredients list (including allergy-causing foods)
Nutrition facts
Any health claims

Each of the above requirements comes with specific rules that range from type and font size to specific layout instructions. Those details can be found in the FDA’s food labeling guide.

It’s also important to note that alcoholic cold brews have a whole different set of regulations to follow. If a beverage contains at least 0.5 percent alcohol by volume, it’s regulated by the Alcohol and Tobacco Tax and Trade Bureau (TTB) instead of the FDA. This means any alcoholic cold brews must display the following information.

The name or trade name of the brewer
The net contents of the container
The nature of the product (such as “beer”)
The place of production
An official health warning statement that follows the legibility and type rules in the Electronic Code of Federal Regulations and reads:
- GOVERNMENT WARNING: (1) According to the Surgeon General, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

A hand holding a cold brew can with a label.

Nail All Three Areas with the Right Label Printing Company

Once you figure out your design and know what it takes to keep your cold brew labels safe and compliant, you’re almost at the finish line. Now you just need a label printing company to make your labels a reality. Fortunately, we can help with that.

At Blue Label, we have the experts and technology to produce eye-catching beverage labels. We work with you to identify your needs and provide a label solution made specifically for your products. Contact Blue Label today to talk to one of our experts about how we can help your cold brews stand out in a growing market.

Images in this post are provided by Afficionado Coffee Roasters and Olympia Coffee.

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What You Need to Know About FDA Health Claims on Food Labels and Dietary Supplements

For something that can’t talk, labels say a whole lot about your product. A good label should be able to communicate a whole story to consumers, including what your product is, how it can help them, and why they should choose your goods instead of someone else’s. These messages are critical to the success of your products, but you need to be careful that what your label says doesn’t get you in trouble.

Health claims on food labels are one major way to help communicate the benefits of your product to your intended audience. However, the FDA is very particular about exactly what businesses try to claim. The FDA has strict guidelines for what is and isn’t acceptable on product labels to prevent consumers from being swindled by false or misleading promises. One claim may be fine, but another could result in recalls, seized products, and criminal prosecution.

As you may have guessed by now, health claims are serious business. Unfortunately, the FDA’s various definitions and rules of health claim usage are a bit difficult to understand without some help. That’s why we wanted to break down the different health claims with examples to see what it takes to ensure that what your labels say is okay with the FDA.

The Different Types of Label Claims

In general, health claims on food labels are statements made on food product labels or dietary supplements that boast some type of health benefit. This may seem simple, but the FDA doesn’t treat every claim the same way. Label claims come in multiple forms:

Health claims (which comprise of authorized health claims and qualified health claims)
Nutrient content claims
Structure/function claims

While they all have the same goal, there are distinct differences for each type of claim. In turn, the FDA has different guidelines that you need to follow depending on which claim you use.

A food product label with health claims being handled by a label printing expert.

What are health claims?

A health claim is a statement that creates a relationship between a product and some type of health benefit. For example, a specific ingredient may be tied to reduced risk for heart disease or some other condition. These claims can be represented in a few different ways:

Written statement
Symbols
Vignettes
Third-party statements

No matter how they’re represented, they still need to meet certain standards. Health claims require scientific evidence to be deemed acceptable for use. However, there are two different levels of health claims that dictate just what evidence is necessary:

Authorized health claims
Qualified health claims

Authorized health claims must meet the Significant Scientific Agreement (SSA) standard. Essentially, experts create a consensus of whether there’s enough publicly-available evidence that a certain health claim is accurate. For example, you can make the connection that diets that are low in sodium “may” or “might” reduce the risk of high blood pressure.

Qualified health claims aren’t quite as strict as their authorized compatriots. These claims don’t need to meet SSA standards, but still requires some significant scientific evidence. For example, scientific evidence suggests that including whole grains as part of a low saturated fat, low cholesterol diet, may reduce the risk of diabetes mellitus type 2 .

Of course, you need to be careful with the specific wording of statements. Fortunately, the FDA does provide approved lists of both approved health claims and qualified health claims online.

What are nutrient content claims?

While health claims dictate a certain relationship between certain ingredients or products and a health condition, nutrient content claims involve statements about specific nutrients found in your products. These include, but are not limited to:

Calories
Sugars
Cholesterol
Saturated fat
Sodium

Essentially, nutrient content claims showcase how the level of certain ingredients relate to typical products. However, your products must meet certain FDA standards to do so. For example, your label can make the claim that it’s “100 percent fat free” if it contains 0.5 g fat per 100 g. Whether you want to market that your product is an excellent source of something or contains a small amount of something else, make sure you check the FDA’s guideline for content claim criteria on page 87 of the Food Labeling Guide.

It’s also important to note that the FDA cares about not only what you claim, but also how that claim is presented on your label. The FDA mandates that any nutrient content claims should be no more than twice as prominent as the name of your food or dietary supplement. In general, that means you should make sure your claim’s type size isn’t more than twice as big as your product name. If your claim is too big or too bold in comparison to your statement of identity, the FDA will probably want to have a word with you.

What are structure/function claims?

According to the FDA, structure/function claims “describe the role of a nutrient or dietary ingredient intended to affect the structure or function in humans or that characterize the documented mechanism by which a nutrient or dietary ingredient acts to maintain such structure or function.” In short, these claims cover any statements about how a certain nutrient generally impacts the human body, as long as it doesn’t make a connection to preventing disease.

A good example of a structure/function claims is that “calcium helps create strong bones.” As long as the claim is truthful, the FDA is fine with using structure/function claims on food products.

However, the FDA is more particular about these claims if you plan to use them on dietary supplements. In that case, you need to meet the following three requirements to use these claims on your packaging.

You must have substantiation that the claims are truthful and not misleading before you make any claims
You must notify the FDA that you’re using the claim within 30 days of first marketing your product
The claim must include a mandatory disclaimer statement that is provided for in the law

Employees at a label printing company reviewing labels with health claims.

Stake Your Claim with Quality Product Labels

Health claims on food labels can help you attract customers, but it’s only one piece of the packaging puzzle. A good label needs to balance compliance and quality, which means that it’s important to work with the right label printing company.

Blue Label Packaging Company offers the right combination of printing technology and expertise to bring out the best in your label designs. In addition to offering a variety of custom label printing capabilities, we’re committed to customer service as well. We work with you throughout the process to ensure a quality product and turnaround times of three to five business days after proofs are approved.

When you’re in need of eye-catching product labels, we’re ready to help. Contact us today the next time you need custom labels for your products.

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3 Food Safety Labeling Considerations

Food safety is serious business, and packaging plays a pivotal role in protecting the consumers. While good food labels won’t prevent a product from spoiling, it can provide consumers with information to protect themselves from potentially harmful factors.

Some food safety measures are required by law, which means taking certain precautions with your labels can not only protect your consumers, but also your wallet and reputation. Here are three food safety concerns you should consider for your labels.

Specifications for Meat, Poultry, and Egg Products

You need to be careful with the language you use on labels meant for meat, poultry, and egg products. The United States Department of Agriculture (USDA) is very particular about certain descriptions that you may use on your labels, such as fresh poultry versus frozen, claims of “no hormones,” and other identifiers.

Fortunately, the USDA’s Food Safety and Inspection Service (FSIS) offers a glossary of labeling terms and what it takes for you to legally use them. These guidelines can range from the temperatures of certain products to the process by which the meat, poultry, or eggs are prepared. Some terms, such as “chemical free” are not allowed at all.

Food labels that meet safety regulations.

Identify Food Allergens

The Food Allergen Labeling and Consumer Protection Act (FALCPA) of 2004 placed an emphasis on proper labeling for food allergens. According to the FDA, a group of eight allergens, which the FALCPA call “major food allergens,” account for at least 90 percent of all food allergies:

Milk
Eggs
Peanuts
Tree nuts (such as almonds, cashews, walnuts)
Fish (such as bass, cod, flounder)
Shellfish (such as crab, lobster, shrimp)
Soy
Wheat

If your packaged food product contains one of these allergens in any form, such as an ingredient, flavoring, coloring, or any incidental additive, you’re going to need to make sure your label reflects that. According to FALCPA, you can call out allergens on your labels in one of three different ways.

Include it in the ingredient list while using the allergen’s common name
Add the less common form of the allergen in the ingredient list and add the major allergen type in parentheses, such as “albumin (egg)”
Add a line that begins with the word “Contains” followed by the name of the allergen, such as “Contains eggs, milk”

As with any violation of federal law, a failure to list major food allergens can result in some major consequences. The FDA can pursue legal action against any offending companies and even seize packaged food products that aren’t compliant with labeling regulations. Long story short, make sure your food labels properly list any allergens to protect your business and your customers.

A digital label printing company working on specialty food labels.

Proper Food Dating

“Best by” and “sell by” dates are a common sight on food labels, but aside from infant formula, there are no federal regulations that require product dating. The FDA views dates as an indicator of product quality and have made efforts to move away from the usage of “best by” and “sell by” on labels.

According to the FDA, between 30 and 40 percent of food in the United States goes uneaten, which is partially caused by consumers confusing food product dating with safety concerns instead of quality. This miscommunication has led FSIS to recommend that food products use a “best if used by” date. However, the addition of this date is voluntary. If you do decide to include a date you also must include a phrase that explains what “best if used by” means to communicate that the date is a quality standard and not a safety indicator.

Quality Food Labels for Quality Products

Food safety is a big priority, and so is branding. The right food safety label needs to include all the proper information for your product, attract customers to buy your food, and do so while dealing with scratches, condensation, and any other potential hazards for your food packaging labels.

Fortunately, a good digital label printing company can help you accomplish all three goals. At Blue Label Packaging Company, we have the technology and expertise to create the product labels made specifically for your needs. Contact us today to talk to one of our experts about your next food label project.

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Crowler Packaging: Guidelines and Rules to Know

Crowlers are great for several reasons. They’re extremely portable. They’re able to keep light out and help beer stay fresh for up to a month. They’re more convenient than lugging around a glass growler. In all, crowlers are a wonderful way to sell beverages in convenient 32 oz. containers—if they’re in accordance with the law, that is.

Like their glassy growler cousins, crowler packaging can run into some legal issues if you’re not careful. Consider the following legal guidelines for your custom crowler labels.
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Key Compliance Considerations You Need to Know for Your Kombucha Labels

Once an underground sensation, kombucha is becoming big business. According to The Specialty Food Association, the kombucha market had $1.5 billion in sales in 2017 and is expected to grow 23 percent over the next five years. However, the growing kombucha market is drawing attention from more than just thirsty customers, which makes proper packaging even more important than before.

A kombucha label is more than just a way to brand your products. It also serves as a compliance tool to ensure that your products are labelled in accordance to any government regulations. Here are the kombucha basics and some important areas that can directly impact labels for kombucha.
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Organic Food Label Regulations and Labeling Requirements

The line between what food is considered organic vs. nonorganic can be a tricky one. The U.S. Food & Drug Administration (USDA) has a strict set of standards for ingredients to qualify as organic, but the regulations don’t stop with the product.

Organic food labels are also judged by special regulations before they can wear the USDA organic seal. While general food and beverage labels must comply with the laws set by the USDA, any label with the term “organic” must also comply with the standards and regulations of the National Organic Program (NOP). NOP, which is overseen by the U.S. Department of Agriculture (USDA), sets some clear standards for which products can use the term “organic.”

Organic Labeling Regulations

Based on NOP, there are multiple levels of organic products depending on how much of a product is comprised of organic ingredients. If you are a farmer or food manufacturer, it’s important that you understand these organic labeling requirements so you can label your product properly.

100 percent organic

If a label says that a product is made of 100 percent organically produced ingredients (excluding salt and water, which are considered natural), it means everything must follow organic standards. Most raw, unprocessed farm products can be labeled as “100 percent organic” as well as value-added farm products like grain flours and rolled oats.

If the product is certified as 100 percent organic, the label may include the USDA organic seal, which can be downloaded from the USDA site. In addition, all organic ingredients must be marked with an asterisk in the information panel.

Organic

If your product is nearly 100 percent organic, but just misses the mark, you may still be in luck. NOP allows products to identify as organic if they are made of at least 95 percent organic ingredients (excluding salt and water). This means that up to 5 percent of your product’s ingredients may be nonorganic if they’re agricultural products that aren’t commercially available as organic and/or products on the Substances. Like 100 percent organic products, these labels may also use the USDA organic seal and must mark organic ingredients with an asterisk.

Made with organic ingredients

If a product is at least 70 percent organic, NOP does allow the label to read “made with organic _______” with up to three ingredients or ingredient categories at the end. However, it cannot state “made with organic ingredients” in general. The label must still mark the organic ingredients with an asterisk, but it can’t include the USDA organic seal.

Specific organic ingredients (Less than 70%)

If a product contains less than 70 percent organic ingredients, it cannot make any claims on the label about being organic. The only instance where the word organic may be used is in the ingredient statement (e.g., organic lemon).

USDA Certification

No matter which specification level your product falls under, your products must be certified by the USDA before they can claim to be organic. To become certified, the farm or business must adopt organic practices and submit both an application and fee to a USDA-accredited certifying agent.

These can be found through the USDA’s organic certifier locator. The agent will review to see if your practices comply with USDA organic regulations. In addition, an inspector will conduct an on-site inspection of your operation. After the inspection is done, a review should be completed within three months.

If the certifying agent and inspector both determine that you follow USDA organic regulations, you will receive organic certification. You may then label your product—or the ingredients contained in your product—as organic. If you aren’t certified, you can face a fine of up to $11,000 per violation for labeling a product as “organic” without meeting USDA standards.

There is an exception for certification. Any operations “whose gross income from organic sales totals $5,000 or less” are not required to become certified by an accredited agent before selling organic products. However, you still must comply with NOP’s production and labeling requirements to label products as any level of organic. You may also want to determine if your product meets the FDA guidelines for using “natural” on your food label.

Fair Trade Certification

Fair Trade certification ensures that products are made according to rigorous fair trade standards, promoting equitable trading conditions, fair wages, and sustainable livelihoods for farmers and workers. This certification also emphasizes environmental sustainability. Including Fair Trade certification on your organic product labels can boost marketability and consumer trust.

What Manufacturers Need to Know to Comply with Fair Trade Standards

To comply with fair trade standards and include Fair Trade certification on your labels, you need to be aware of the following:

Certifying Bodies: Fair Trade certifications are provided by various organizations, such as Fair Trade USA, Fairtrade International, and Fair for Life. Each certification body has specific criteria and standards.
Compliance Requirements: Adherence to fair wages, safe working conditions, and environmentally friendly practices is essential. Regular audits and thorough documentation of supply chain practices are required to maintain certification.
Labeling Guidelines: Products that meet Fair Trade standards are eligible to display the Fair Trade seal. This seal should be used in accordance with the guidelines set by the certifying body.

Requirements for Fair Trade Labels

Manufacturers looking to include Fair Trade certification on their organic product labels must ensure the following:

Certification Body Approval: Ensure that your products are certified by a recognized fair trade certification body. This involves meeting all the standards and passing the required audits.
Fair Trade Seal: Use the Fair Trade seal correctly. The seal should be placed prominently on the product label to signal compliance with fair trade standards.
Clear Representation: If combining Fair Trade and organic certifications, ensure that both certifications are clearly represented on the label without causing confusion.
Documentation and Transparency: Maintain comprehensive documentation of your supply chain to demonstrate compliance with fair trade standards. This includes records of fair wages, working conditions, and environmentally friendly practices.

Canada Organic Regime (COR) Certification

Canadian manufacturers and those selling in Canada need to adhere to the Canada Organic Regime (COR) for labeling organic products. The COR applies to both domestically produced and imported organic products sold in Canada.

To be certified, products must comply with standards that include:

Restriction of certain synthetic fertilizers
Limitation of non-organic ingredients to less than 5%

Certified products must display the COR seal, indicating adherence to these standards. Labels also need to include the name of the certification body.

The certification program ensures that all organic claims are verified and enhances consumer trust and product marketability.

What about Pesticides?

While mentioning chemical pesticides on labels is not typically required by governing bodies like the USDA, voluntarily providing information about pesticide use or the absence of pesticide residues can offer some benefits.

Including statements such as “No synthetic pesticides used” or “Pesticide-free” can build consumer trust by transparently addressing questions or concerns about pesticide usage. This transparency can differentiate products in a competitive market, appealing to consumers who prioritize health and environmental safety.

How to Include Pesticide Information:

Label Statements like “No synthetic pesticides used” and “Pesticide-free”
Ingredient Panels that detail the types of natural pesticides used, if any
QR Codes that link to detailed farming practice information on the company’s website

Investing in Quality Organic Food Labels

Adhering to organic regulations can be tough, but it can be well worth it when the organic food and beverage market is expected to surpass $320 billion by 2025. However, a competitive market calls for more than labels that simply follow regulations. Your organic food labels are a chance to make your products stand out from the competition.

To appeal to health-conscious consumers, you need specialty food labels that represent your brand. It’s also important to consider using environmentally friendly materials that align with your product.

Materials for Organic Labels

Choosing sustainable label materials to pair with your product is important for maintaining the integrity and overall sustainability of organic products. Eco-friendly product labels made from organic materials not only reduce environmental impact but also align with the product and brand’s values. Here are some options:

Recycled Paper Labels: Made from post-consumer waste, these labels reduce the need for virgin paper production and come in various finishes.
Biodegradable and Compostable Labels: Composed of PLA (polylactic acid) from cornstarch, these labels decompose completely in composting conditions, minimizing landfill waste.
FSC-Certified Paper: Sourced from responsibly managed forests, this paper ensures sustainable forestry practices and conservation efforts.
Vellum Paper: Made from cellulose fibers, this biodegradable paper is sourced from sustainably managed forests.

As a full-service digital printing company, Blue Label gives you access to top-tier printing technology, even if you don’t want to order a huge run of labels. If you need a great design, our designer directory can help you find some talented professionals who can help you tell the story of your product. Once you have an approved label design, we can work with you to print organic food labels that are deserving of the products you sell.

Contact us today to learn more about our special printing techniques and how we can help you with your organic food labeling project.