We take our spices seriously.
Role: Art Direction / Package Design
Developed while at VCU Brandcenter
McCormicks wanted to show people they take their spices seriously. We decided they had to better their practice before they preach. Although our brief asked for a communcation campaign, we believed new package design would speak louder.
Problem: It is difficult to find the spice you need unless it's in the front row.
Problem: Clear packaging allows full light exposure which degrades flavor and no one pays attention to expiration dates so flavor ends up inferior.
Problem: The McCormick's brand identity lacks cohesion.
Solution: A tilted cap with spice name in bold. The design also functions as a measuring spoon for easy and accurate measurements.
Solution: Opaque plastic blocks light to retain freshness and a freshness sticker changes color from white to red when the spice should be replaced.
Solution: Use the same package design for all McCormick brand and discern line by color.