Hickey’s Barm Brack is a traditional Irish, handmade, yeast-risen fruit loaf. This award winning Barm Brack also features in Lonely Planet’s Ultimate Eatlist. Hickey’s came to us because they felt that their packaging didn’t reflect their award winning quality product. Hickey’s sell their tasty Barm Brack all year round, however because this product is specifically associated with Halloween, an eye-catching logo was required to pique consumers interest.
We were tasked with designing a Halloween themed label for Hickey’s Barm Brack. We jumped at the chance to work on such an interesting design project. It was unique to design packaging where the main goal was not just about achieving an increase in sales. Instead, the desired outcome was to create a label that would help potential consumers to understand that this is a special, luxury Barm Brack.
After lots of research (including heavy taste testing) we designed a very traditional style label with a classic typeface, to reflect the strong history of Barm Brack in Ireland. We used a delicate line drawing style, with strokes that were spider-web-thin, to convey the creepy and eerie side of Halloween. The label is printed with black and gold foil to advertise the prestige and quality of this product. Our label integrates well with the original Hickey’s label as they both use a palette of limited colours. Overall, a “spooky meets luxury” look was achieved.
Hickey’s Bakery is an award-winning bakery established in the early 1900s in Clonmel, Co. Tipperary.
The new label design has a premium feel. It represents the superior quality of Hickey’s Barm Brack. The Barm Brack now has a stand out label that will increase its desirability as the quality shines through. The black and gold foil catches the light and glistens, portraying a luxury product that will stand out on shelves against its competitors.