Ramona's Heavenly Houmous, a HIT on the shelf
Perfection in terms of colour and product, RAMONA's Heavenly Houmous. Courtesy of DECA and personalised packaging with In Mould Labeling (IML).
RAMONA'S Heavenly Houmous... heavenly in flavour, and with a particularly colourful packaging. Making it bold and stand out, both in terms of recipe and branding. Founder Ramona Hazan's roots led to the creation of the brand and inspired her to search for a unique and cost-effective packaging solution for her houmous. In Mould Labelling (IML) came out on top, in cooperation with DECA.
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I grew up with traditional, tasty Mediterranean food. None of the houmous available in the UK supermarkets came close to my grandparents' recipe. Neither in taste nor appearance. I wanted to make it differently and better, and that's how RAMONA's was born. We stand by our 3 brand values: integrity, generosity and positively disruptive.
Ramona Hazan - founder Ramona's Kitchen
Perfection in packaging & labelling
Three key components highlight the versatility of RAMONA'S delicacy and the tradition of eating in good company: the authentic family recipe, the packaging of the houmous in a 500g container and an eye-catching, attractive look of the products on the shelf.
As a start-up, you can't really afford to invest in personalised packaging, so the first tubs of Heavenly Houmous containers were decorated with self-adhesive labels. But soon, once the brand saw sales grow, Ramona approached DECA with her decoration challenge for a bespoke packaging.
Ramona Hazan: "The IML labelling solution presented to us was exactly what we needed. The best and most cost-effective way to style our packaging. Today, we go for perfection in colour and product, two pillars of our brand. The IML labels, the result of a collaboration between DECA and MCC Verstraete, reinforce RAMONA's DNA."
What is IML?
IML stands for the 'In Mould Labeling’ technique, and it’s how DECA takes the appearance of packaging to the next level. How it works: a preprinted polypropylene (PP) label is placed in a mould. The mould has the shape of the end product and we inject the molten PP into it. It fuses with the label and, while curing, takes the shape of the mould. The result: label and packaging become one. More benefits:
- Exclusive appearance with excellent print quality
- Shorter production time and lower production costs
- Environmentally-friendly
- Strong and hygienic
- Whole range of look & feel options
IML colour quest
Thanks to market research and interviews with consumers, we know that recognition of the RAMONA's brand has increased tremendously and is well loved by customers. The icing on the cake is the RAMONA's brand being crowned number one branded houmous in the UK.
A key aspect during the label printing process was the precise matching of RAMONA's bright, vibrant brand colours. Consistency of these colours was a key aspect. To witness and approve this up close, Ramona and the DECA team travelled to MCC Verstraete. And so the IML colour quest became a success.
A key aspect during the label printing process was the precise matching of RAMONA's bright, vibrant brand colours. Consistency of these colours was a key aspect. To witness and approve this up close, Ramona and the DECA team travelled to MCC Verstraete. And so the IML colour quest became a success.
What are spot colours?
Colours that cannot be created with a combination of cyan, magenta, yellow and black can be created with spot colours – the so-called Pantone Colour Matching system (PMS):
- Intense, sparkling colours
- Consistent and razor-sharp results
- Recognizability
Winning team
Working with partners who are passionate about their product – be it humus, packaging or IML labels – is a match made in heaven. In other words, how a warm connection, sharing expertise and open communication make 'RAMONA'S Heavenly Houmous' with IML personalised packaging a HIT on the shelf.
This project is a collaboration of RAMONA’s, DECA, MCC Verstraete and Innavisions.
