The art of bar coding

Fearing a UPC bar code would spoil the label design of their new Harmony Internationals line of ethnic snack food mixes, the marketers at Glico Harmony Foods created a clever way to make the often intrusive and sometimes unsightly bars part of the art.

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To tie in with the new line's international theme, the Santa Cruz, CA-based firm designed its labels to look like postage stamps. With a big assist from design firm Tharp Did It (Los Gatos, CA), the snack marketer designed the bars of the UPC code to look like an extension of a postage cancellation mark. "This was the perfect solution," says Connie Franceschi, director of marketing at Glico Harmony. "The bars almost enhance the label." Label Concepts (Pleasanton, CA) handled the converting job, printing the pressure-sensitive paper labels on a flexo press in six colors. Clear bag material is a 1.5-mil linear low-density polyethylene adhesive laminated to a 1-mil polypropylene coated with polyvinylidene chloride for gas barrier. At press time, the Harmony Internationals line in 14- or 16-oz versions was being introduced nationwide to grocery stores, mass marketers and some club stores. Suggested retail price begins at $1.99 and varies depending on flavor and size.

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