Mining for a Silver and Green Makeover

Posted: April 6, 2007 by
HaLeigh Boutin

They've struck silver down at the 7J Ranch and are now bringing home the green. When Jardine Foods introduced the new look for select 7J Ranch products last year, they hoped to feed their Texas roots with some eye-catching sophistication that would make a cowboy tap dance in his boots.

Collaboration between Jardine Foods employees and graphic designers dressed the products in a brighter, more descriptive foil label, and topped it off with a silver lid. The jar is hugged by a rugged silver and wood printed belt running across the label with the 7J Ranch emblem sitting as the focal point, buckling the two ends together. Each jar of salsa also has a color to match and define its flavor: Tomatillo, a green salsa, has a green band, Prairie Peach of course has a peach band, and the Fresh & Feisty salsa has a red band.

The Jardine Foods' executive v.p. of sales and marketing, Garth Gardner, says: "We wanted to do something new and different and really bring the '7J Ranch' brand name to the forefront, which we achieved through the new silver logo, complemented by bright, eye-catching color bands. We wanted this new label to scream 'premium.'" In all, 16 products throughout the salsa, quesos, barbeque sauce and marinade lines have been suited with their new hats and western wear.

Previously the line used a more "rustic" label topped off by a black lid. The makeover took many of the same elements from the old design and revamped them to hold better shelf presence. Jardine's stuck out like a rattle snake in the gravel with large, black letters across the top, while the 7J Ranch logo practically blended with the color of the label it was stamped on. Each salsa's signature color was used as a back drop for its name, rather than a highlight. Jardine Foods felt the labels needed the change to become descriptive and representative and also eye-catching and intriguing.

Completion of the makeover took between six and nine months with only small challenges. The company knew exactly what they wanted from the new design, and spent most of their time fine-tuning the details once they decided on the outline. Gardner says, "The biggest challenges were probably the subjective ones (color choices, layout decisions, etc.), but those also proved to be the most fun and interesting parts of the process."

A smooth printing process onto foil labels, an imaginative staff at Jardine Foods, and an outside creator made the production sweet as southern tea. CMA, a Houston, TX based brand presence and design company was hired to help. The team considered several other cowboy/Texas designs that didn't make the grade because they were too busy and eye-diverting rather than eye-catching.

Initial feedback on the design has left Jardine Foods excited to hear more. "The new label presents packaging features that relatively few of our competitors, if any, are using," says Gardner. "It's eye-catching but clean with a quality appeal." Customers and competitors alike will be tipping their 10 gallon hats and clickin' their spurs to the new line of Jardine Foods' products.