WE TAKE OUR SPICES SERIOUSLY.
Sometimes the best answer isn't advertising. To show people McCormicks takes their spices seriously, we realized the best solution was packaging redesign and innovation. We had to address three things:
The average spice cabinet is a sea of caps and it is often difficult to find the spice you're looking for unless it's in the front row.
All spices are packaged in clear plastic or glass, including McCormicks, yet spices lose integrity when they are exposed to light. Furthermore, no one pays attention to the expiration dates on spices.
The McCormick's brand identity is in disarray and lacking cohesion . They need a brand identity that unifies all of their lines and helps develop better brand recognition.
To make the spices easier to identify in a spice cabinet, the cap is tilted and the name of the spice is visible in bold lettering. The new cap design also functions as a measuring spoon so users can easily measure tsp and tbsp.
The updated packaging is an opaque plastic to keep light out but has a small clear space in the front to let the consumer see the contents. In addition, the freshness sticker on the cap changes color from white to red when the spice should be replaced.
To create a more cohesive brand identity the same design is used for all McCormick spices but the three lines are discerned by color.
Alexis Kafkis | Chane Rennie | Jon Northrop | Prateek Patnaik