Umami rebrands in bid to draw more customers

Umami product display

Long seized of the critical importance of the role of labeling and packaging as a marketing tool, Umami, the Lusignan-based company last month used the occasion of the public/private-sector staged Uncapped event at the National Exhibition Centre to rebrand its range of sauces and condiments.

Evidently tailored to nudge the market into taking a fresh look at its range of products which, in terms of product  presentation had crept to the top of the agro processors market since its launch here in November 2013, the company last month turned out ‘new look’ labels with five circles featuring the colours of the national flag and sporting the tagline “also from Guyana,” an initiative which it says was undertaken in an effort to continue building its “contribution to patriotic marketing.” The concept, the company’s management says, doubles as an educational tool, affording “customers who might not necessarily be aware of Guyana’s rich heritage and culture to be enlightened by its famous landmarks.”

Its watermarked images, the company says, were carefully plucked from Guyana’s history and includes the Amazon Jaguar, Harpy Eagle, Canje Pheasant, Rice, Gold, Kaieteur Falls, Stabroek Market, St. George’s Cathedral, and the Umana Yana. ….

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