Owned by Valeo Foods Group, the Oxfordshire-based honey manufacturer has partnered with Coveris to create a new visual identity. This strategic collaboration aims to enhance market presence in the competitive food and beverage industry.
The redesigned packaging now boasts a modern aesthetic, delivering a ‘refined’ shelf presence, supported by advancements in food manufacturing trends and sustainable materials. This move showcases Rowse’s commitment to innovation and quality.
Rowse’s revitalized honey line will offer consumers both jar and squeezy options, incorporating premium packaging features that elevate its position in the Manuka honey category.
Led by The Space Creative and executed in print by Coveris, with additional support from Aire Global, the redesign captures Rowse’s dedication to quality, sustainability, and innovation within the food and drink industry.
According to Coveris, the partners conducted extensive label trials over nine months, focusing on enhanced decoration techniques such as dual hot foil stamping and premium tactile finishes. These innovations align with current food processing technology trends, ensuring that the product stands out in retail environments.
While the core primary packaging remains unchanged, Rowse anticipates that the streamlined label solutions will significantly improve shelf visibility and consumer engagement, thereby defining a more distinct premium tier within its broader product portfolio.
This latest initiative celebrates 20 years of successful collaboration between Rowse and Coveris, underscoring the importance of strategic partnership in the food and drink marketing landscape.
Technical enhancements in the packaging include a shift from silver paper to uncoated textured materials, fostering a more natural appearance. The use of dual hot foil applications per label enriches visual depth and tactility, while sharp print definition and color fidelity are maintained. Additionally, SourceTag RF technology has been integrated into back labels to bolster security in food distribution.
