Watermark Design's guest appearances

Watermark Design

Edacious

The Virginia Foodie

Anthony Bourdain

Ashley Christensen

Sara Moulton

Gabrielle Hamilton

Vivian Howard

Laura Brown

Jessica Hall

Elizabeth Stark

Bill Smith

Stacy Miller

Justin Ross

Ian Thomas

Hunter Smith

David Hopper

Micah LeMon

OwlTail

Picture this. You started a food business out of your sheer love and passion to create something of quality that’s unique, and is good for the planet. You made something that you, as a customer, were desperately looking for. You’ve nailed the product. You get great feedback from your customers at farm markets and pop-ups. You are ready to hit the retail shelves. Then…Crickets chirping. Your products aren’t getting picked up the way you’d hoped. And the thought that keeps you up at night is: Why aren’t people buying it? What happened to those great sales? Why is this taking so long?If you’re toying (hopefully not struggling!) with the same thoughts, you’re in for a treat. This week, I’m joined by Darcy Lacy, owner and Creative Director of Watermark Design in Charlottesville. And we talk specifically about product packaging as your silent salesman, the tool that a food brand uses to tell their brand story on the retail shelf. Darcy’s company is the success behind the package redesign that brought Crescent Simple’s a big boost in sales. Learn how colors, correct font choice, and imagery all help reinforce a brand’s message in subtle ways that entice shoppers to put them in their cart. As Darcy says, many times businesses already have a clear idea of how their packaging should be - but the devil is in the details. The tweaks and improvements, as small and simple as they may seem, could really elevate your packaging and help grab customers' attention and create that first and lasting impression.Virginia Foodie Essentials:I always say that it's Watermark's job to get someone to pick it up off the shelf the first time they haven't tried it. They don't know what's in the bottle. And then it's on the client to sell it the second time. - Darcey LacyProduct packaging is one of the five key tools in food marketing. It's the silent salesman that tells your brand story when you aren't there to do it.   And yet it has the smallest real estate that makes your packaging the hardest-working member in your team. - Georgiana DearingKey Points From This Episode:Packaging has the smallest real estate, but it does the hardest work for food brandsPackaging tells your brand story when you aren't there to explain it to the buyerProduct Packaging is an investment that can pay off exponentially over the life of a brandA good package design firm will understand all the legal requirements for food and beverage packagingMore About the Guest:Watermark is a deliberately small branding studio that hones on their clients’ specific industry challenges to create a unique, high-quality design that outpaces competition.With Darcy Lacy, owner and Creative Director at the helm, Watermark believes that great design drives sales through increased shelf presence and strives to help businesses entice customers to choose their product or company using clear and impactful branding.Follow Watermark Design Packaging:WebsiteInstagramFacebookPinterestFollow The Virginia Foodie here:VA Foodie websiteThe Virginia Foodie on InstagramVA Foodie InstagramVA Foodie on TwitterSupport the show (https://www.buymeacoffee.com/vafoodie)

Picture this. You started a food business out of your sheer love and passion to create something of quality that’s unique, and is good for the planet. You made something that you, as a customer, were desperately looking for. You’ve nailed the product. You get great feedback from your customers at farm markets and pop-ups. You are ready to hit the retail shelves. Then…Crickets chirping. Your products aren’t getting picked up the way you’d hoped. And the thought that keeps you up at night is: Why aren’t people buying it? What happened to those great sales? Why is this taking so long?If you’re toying (hopefully not struggling!) with the same thoughts, you’re in for a treat. This week, I’m joined by Darcy Lacy, owner and Creative Director of Watermark Design in Charlottesville. And we talk specifically about product packaging as your silent salesman, the tool that a food brand uses to tell their brand story on the retail shelf. Darcy’s company is the success behind the package redesign that brought Crescent Simple’s a big boost in sales. Learn how colors, correct font choice, and imagery all help reinforce a brand’s message in subtle ways that entice shoppers to put them in their cart. As Darcy says, many times businesses already have a clear idea of how their packaging should be - but the devil is in the details. The tweaks and improvements, as small and simple as they may seem, could really elevate your packaging and help grab customers' attention and create that first and lasting impression.Virginia Foodie Essentials:<ul><li>I always say that it's Watermark's job to get someone to pick it up off the shelf the first time they haven't tried it. They don't know what's in the bottle. And then it's on the client to sell it the second time. - Darcey Lacy</li><li>Product packaging is one of the five key tools in food marketing. It's the silent salesman that tells your brand story when you aren't there to do it.   And yet it has the smallest real estate that makes your packaging the hardest-working member in your team. - Georgiana Dearing</li></ul>Key Points From This Episode:<ul><li>Packaging has the smallest real estate, but it does the hardest work for food brands</li><li>Packaging tells your brand story when you aren't there to explain it to the buyer</li><li>Product Packaging is an investment that can pay off exponentially over the life of a brand</li><li>A good package design firm will understand all the legal requirements for food and beverage packaging</li></ul>More About the Guest:Watermark is a deliberately small branding studio that hones on their clients’ specific industry challenges to create a unique, high-quality design that outpaces competition.With Darcy Lacy, owner and Creative Director at the helm, Watermark believes that great design drives sales through increased shelf presence and strives to help businesses entice customers to choose their product or company using clear and impactful branding.Follow Watermark Design Packaging:<ul><li><a href="https://watermark.design/" rel="nofollow" target="_blank">Website</a></li><li><a href="https://instagram.com/watermarkdesigncville" rel="nofollow" target="_blank">Instagram</a></li><li><a href="https://www.facebook.com/designbywatermark" rel="nofollow" target="_blank">Facebook</a></li><li><a href="https://www.pinterest.com/watermarkpins/" rel="nofollow" target="_blank">Pinterest</a></li></ul>Follow The Virginia Foodie here:<ul><li><a href="https://www.vafoodie.com/" rel="nofollow" target="_blank">VA Foodie website</a></li><li><a href="https://www.instagram.com/thevirginiafoodie/" rel="nofollow" target="_blank">The Virginia Foodie on Instagram</a></li><li><a href="https://www.instagram.com/vafoodie/" rel="nofollow" target="_blank">VA Foodie Instagram</a></li><li><a href="https://twitter.com/VAFoodie" rel="nofollow" target="_blank">VA Foodie on Twitter</a></li></ul><a href="https://www.buymeacoffee.com/vafoodie" rel="payment nofollow" target="_blank">Support the show</a> (<a href="https://www.buymeacoffee.com/vafoodie" rel="nofollow" target="_blank">https://www.buymeacoffee.com/vafoodie</a>)

Reach For It! Product Packaging Secrets with Watermark Design Packaging

Darcey Ohlin Lacy

Building Relationships. With Food Labels. Welcome to Episode 97 and a conversation with a food professional who travels under the radar. But if you've enjoyed food or beverage in Charlottesville, chances are you've seen her work. Meet Darcey Ohlin Lacy of Watermark Design. Darcey and her team specialize in labels and brand assets for food and beverage companies. Her clients include Veritas, Champion Brewery, Brasserie Saison, Jake Busching Wines, and The Barbecue Exchange. Darcey started her business a decade ago in a historic chicken shack in Belmont with no bathroom, heat, or air conditioning. An introduction to Michael Shaps from Michael Shaps Wineworks began a graphic design relationship with food and beverage that continues to this day. She and her design team of Jenna Thielges, Sean Raynor, and Sara Hade now share a space off of Preston Avenue, and the minute we began talking I started taking notes for my own dream studio space. Because the energy in her new space is so dynamic and creative. As is the work of Watermark Design. Some work is done digitally but most are hand-lettered, hand-drawn, hand-illustrated in pen and ink before being scanned into a computer. Old School. Darcey keeps each sketch and some even decorate the walls of the design studio. Her latest project is hand-drawn brand assets for a boutique hotel: menus, signage, and botanical drawings specific to the property. "Our job is about perception." There is a lot of collaboration during the design process. When designing a logo, for example, Darcey and her team collaborate with the client, and with each other over several iterations. Building that relationship, keeping communication open so the client is pleased and the product is the best it can be. What qualities make a terrific logo? We go into detail. Even touring the space of the business can determine what style the team decides to use. No aspect goes unexamined because a logo is forever. Does Watermark Design have a signature look? Darcey is adamant they don't because it's important to design for the client's style not your own. To do that you must focus on building that business relationship. Not just performing a cookie-cutter transaction. Just starting out? Support a local business instead of going on Fiverr for your logo. Darcey and her team can help you grow by building that relationship, working within your budget, creating a logo that is only yours and high quality. It's a part of the food industry that flies under the radar but is so important. Because if you can't catch someone's eye with a great label, your customer is going to walk right past and pick the shiny one over there. How do you discover that sweet spot and how does packaging fit into the mix? What are some of the hot trends in packaging and design right now? With technological advances in overdrive, this discussion was fascinating to a font nerd like me. As with everything fonts and graphics go through cycles. Which one is cycling back as we speak? Has she faced challenges being a woman-owned business? What advice does she have for women looking to start their own graphic design business? Is organic growth important? I implemented one piece of time management advice immediately. Darcey doesn't do many interviews, preferring to let her work and the work of the team to speak for them. So it was a real treat to meet her. And the way we talked? I have a feeling the conversation will continue. We'll probably trash talk football (Philly vs Pittsburgh) and we'll probably enjoy it with Watermark-labeled wine. Cheers! Thanks, Darcey! SHOW NOTES – Links to resources talked about during the podcast:  Goat Snuggling - Every Saturday through Mother's Day, Caromont Farm will be snuggling goats and passing the hat as part of their DACA initiative to make sure their employees are safe. Come participate in this important community effort. Subscribe to This Podcast. Stay Edacious! - Come on, after this episode? You know you want to. Subscribers get new episodes instantly, while non-subscribers have to wait a few hours or days depending on the iTunes gods. Never miss a chance to be edacious! Subscribe to Edacious News - Never miss a food event in our area! Learn about regional and national food stories so you can stay edacious! Leave a review about Edacious! - Click the link, then "View in iTunes" then "Ratings and Reviews". Whether you think it's great, or not so great, I want to hear from you. I might just read your review on the air! Whoa! #famousforahotminute  This episode is sponsored by Teej.fm and listeners like you who donated their support at Patreon, who wants every creator in the world to achieve a sustainable income. Thank you.

Building Relationships. With Food Labels. Welcome to Episode 97 and a conversation with a food professional who travels under the radar. But if you've enjoyed food or beverage in Charlottesville, chances are you've seen her work. Meet <a href="https://watermark.design/" rel="noopener nofollow" target="_blank">Darcey Ohlin Lacy of Watermark Design</a>. Darcey and her team specialize in labels and brand assets for food and beverage companies. Her clients include Veritas, Champion Brewery, Brasserie Saison, Jake Busching Wines, and The Barbecue Exchange. Darcey started her business a decade ago in a historic chicken shack in Belmont with no bathroom, heat, or air conditioning. An introduction to Michael Shaps from Michael Shaps Wineworks began a graphic design relationship with food and beverage that continues to this day. She and her design team of Jenna Thielges, Sean Raynor, and Sara Hade now share a space off of Preston Avenue, and the minute we began talking I started taking notes for my own dream studio space. Because the energy in her new space is so dynamic and creative. As is the work of Watermark Design. Some work is done digitally but most are hand-lettered, hand-drawn, hand-illustrated in pen and ink before being scanned into a computer. Old School. Darcey keeps each sketch and some even decorate the walls of the design studio. Her latest project is hand-drawn brand assets for a boutique hotel: menus, signage, and botanical drawings specific to the property. "Our job is about perception." There is a lot of collaboration during the design process. When designing a logo, for example, Darcey and her team collaborate with the client, and with each other over several iterations. Building that relationship, keeping communication open so the client is pleased and the product is the best it can be. What qualities make a terrific logo? We go into detail. Even touring the space of the business can determine what style the team decides to use. No aspect goes unexamined because a logo is forever. Does Watermark Design have a signature look? Darcey is adamant they don't because it's important to design for the client's style not your own. To do that you must focus on building that business relationship. Not just performing a cookie-cutter transaction. Just starting out? Support a local business instead of going on Fiverr for your logo. Darcey and her team can help you grow by building that relationship, working within your budget, creating a logo that is only yours and high quality. It's a part of the food industry that flies under the radar but is so important. Because if you can't catch someone's eye with a great label, your customer is going to walk right past and pick the shiny one over there. How do you discover that sweet spot and how does packaging fit into the mix? What are some of the hot trends in packaging and design right now? With technological advances in overdrive, this discussion was fascinating to a font nerd like me. As with everything fonts and graphics go through cycles. Which one is cycling back as we speak? Has she faced challenges being a woman-owned business? What advice does she have for women looking to start their own graphic design business? Is organic growth important? I implemented one piece of time management advice immediately. Darcey doesn't do many interviews, preferring to let her work and the work of the team to speak for them. So it was a real treat to meet her. And the way we talked? I have a feeling the conversation will continue. We'll probably trash talk football (Philly vs Pittsburgh) and we'll probably enjoy it with Watermark-labeled wine. Cheers! Thanks, Darcey! SHOW NOTES – Links to resources talked about during the podcast: <ul> <li><a href="http://www.caromontcheese.com/events/?view=calendar&amp;month=March-2018" rel="noopener nofollow" target="_blank">Goat Snuggling</a> - Every Saturday through Mother's Day, Caromont Farm will be snuggling goats and passing the hat as part of their DACA initiative to make sure their employees are safe. Come participate in this important community effort.</li> <li><a href="https://itunes.apple.com/us/podcast/edacious-food-talk-for-gluttons/id964321079" rel="noopener noreferrer nofollow" target="_blank">Subscribe to This Podcast. Stay Edacious!</a> - Come on, after this episode? You know you want to. Subscribers get new episodes instantly, while non-subscribers have to wait a few hours or days depending on the iTunes gods. Never miss a chance to be edacious!</li> <li><a href="https://t.co/bnHLKnaCdt" rel="noopener noreferrer nofollow" target="_blank">Subscribe to Edacious News</a> - Never miss a food event in our area! Learn about regional and national food stories so you can stay edacious!</li> <li><a href="https://itunes.apple.com/us/podcast/edacious-food-talk-for-gluttons/id964321079?mt=2" rel="noopener nofollow" target="_blank">Leave a review about Edacious!</a> - Click the link, then "View in iTunes" then "Ratings and Reviews". Whether you think it's great, or not so great, I want to hear from you. I might just read your review on the air! Whoa! #famousforahotminute</li> </ul> This episode is sponsored by <a href="http://teej-podcast.squarespace.com/" rel="nofollow" target="_blank">Teej.fm</a> and listeners like you who donated their support at <a href="https://www.patreon.com/edaciouspod" rel="nofollow" target="_blank">Patreon</a>, who wants every creator in the world to achieve a sustainable income. Thank you.

097 - Darcey Ohlin Lacy, Watermark Design. How did a graphic designer specializing in food start her business in a historic chicken shack?