Client: Southern Flavoring Company
Product Copy, Creative Copywriting
Overview
Southern Flavoring Company has been producing high-quality baking flavors and extracts since 1929. Today, they offer a wide array of options, including classics like vanilla and anise, as well as an extensive lineup of flavors using all-natural ingredients. As part of a larger project involving a brand refresh and site redesign, Convoy was tasked with revamping Southern Flavoring’s packaging. Mutti was brought in to help with the label copy.
Goals
The Southern Flavoring Company wanted a refresh of their packaging that would stay true to their brand and attract customers. Copy needed to align with the new designs for a wholistic experience.
Specific content goals included:
Ensure copy fits with the new label design
Ensure copy literally fits–113 characters or less
Sell the product. Appeal to the senses of taste and smell.
Approach
Convoy provided us with a list of 38 different flavorings and a mockup of the new label. The design managed to be both traditional and fresh–evoking quaint country stores –but with a simple, clean layout. We wanted the copy to be simple, clean, and evocative in the same way.
We started by grouping like products together–pure extracts, natural extracts, imitation flavors, etc. This was to ensure consistency in the descriptions across individual product categories.
For some of the products, draft copy was provided. For the rest, we started from scratch. Our process involved first understanding the pattern of the existing draft copy: product name + flavor description + foods you might add the flavoring to.
Using this as a template, we refined the existing copy and drafted new verbiage for the remaining labels. We tried to make the copy as enticing as possible while remaining within the character limits provided–a fun challenge!
There was a round of review with the client and subsequent edits. Here are a few samples of where we ended up:
Natural Cherry Extract
Our natural cherry extract adds the mouthwatering flavor of fresh-picked cherries to pies, cakes, and teas.
Natural Peppermint Flavor
Our natural peppermint flavor, made with real peppermint oil, adds a fresh, minty kick to baked goods and ice cream.
Natural Lime Extract
Our natural lime extract, made from the oil of fresh-picked limes, adds citrusy zip to pies, cakes, and beverages.
Results
This was such a fun, unique project that made the Mutti team quite simply happy (and hungry).
Most importantly, both Convoy and the client were pleased with how the copy turned out. The deadline required a quick turnaround which we were able to accommodate. Mission accomplished.