Southern Flavoring
When baking-extract company Southern Flavorings wanted to rebrand their packaging, we were brought on to write descriptive copy. We came up with fresh, flavor-evoking descriptions for 38 different types of extracts and flavorings—each in 113 characters or fewer!
Solutions
Product Copy
Creative Copywriting
About the client
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.
New Copy for time-honored brand
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
Clean, simple copy
Approach
The new package design was both traditional and fresh—evoking quaint country stores—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. Then, to ensure consistency, we came up with a way to structure all the copy for all 38 flavors: product name + flavor description + dishes it.
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!
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.
Mouthwatering copy
Results
This was such a fun, unique project that made the Mutti team quite simply happy (and hungry).
Most importantly the client was pleased with how the copy turned out. The deadline required a quick turnaround which we were able to accommodate. Mission accomplished.
