Why We Refreshed Our Labels
We are thrilled to showcase our new labels. Following the images you can read more about the designs and why we made the decision to refresh our labels.
Changing a familiar label is not something we undertake lightly. Our recent refresh began with practical requirements, including new state-mandated language such as “Keep Refrigerated,” as well as adding Nutrition Facts to every jar. Together, these changes required a larger label.
That additional space also gave us an opportunity to address something we have heard often from shoppers: make it easier to tell the flavors apart. So rather than simply make the old label larger, we used the opportunity to give each varietal a clearer identity while preserving the character and history of Swallowtail.
The larger format required one other change. Our original identity relied on a beautiful watercolor painting that simply could not be successfully adapted to the new label dimensions. Echo grew from that necessity, allowing us to carry the spirit of the original artwork forward in a form that works naturally across the expanded label and the entire family of products.
What began as a series of requirements became an opportunity to make the labels more informative, more useful, and, we think, quite lovely. Happily, everyone we've shared them with seem to agree.