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Digitally printed label lends personality to Wisconsin bistro's sauce

Carmella’s Italian Bistro. When the family-owned restaurant in Appleton, WI, decided to market its popular, authentic Carmella’s House Marinara Sauce outside of the bistro, the owners concluded that the right label design was essential for conveying the personality of the restaurant, while also allowing Carmella’s sauce to stand out on shelf at four local retail outlets.

Pw 2474 Carmellas Marinara 2

Carmella’s turned to Directions Inc. to design the label. The agency was tasked with leveraging the package to establish Carmella’s as a mid-to-premium brand, and began its work by conducting a category audit of higher-end sauces, ranging from $6 to $10 per bottle. In addition, the design team met with the bistro owners and dined at the restaurant to get a greater sense of where Carmella’s wanted its brand to be.

The team settled on a clear glass jar with a black lid, and a primary label featuring a single sprig of fresh basil leaves—large and lively—to communicate the fresh, all-natural ingredients inside the jar.

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