New packs for Clayton Park range of bakery products

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New packs for Clayton Park range of bakery products

July 01
11:03 2013

UK bakery Clayton Park has turned to NXL Design and National Flexible to revamp the packaging across its range of products

NXL’s brief was to create 43 braded packaging designs across a raft of product sizes and formats. The firm had to reinforce the brand as British and allow each product to be clearly viewed through its packaging.

According to NXL, the range needed to retain a high level of consistency across all lines. This also meant that the designs could be printed in batches using the same printing plates, which reduced print costs. The project had to be completed, from start to finish, in six weeks.

Phil Parkinson, NXL design manager said: “We undertook an extremely thorough proof reading stage to ensure that all details on each design were accurate, barcode numbers, ingredients, nutritional data and company information. We also ‘staggered’ the approval process so that instead of receiving 43 final designs to check at once, they could approve a small selection of designs on a revolving basis, which made things easier for them.

“With launches of this size and scale, it is important to manage the creative process in a way that makes it less stressful for the client, which is always one of my key objectives.”

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