Spice-up your lifeMC®{By Jenny Bourne

TableofContents

Page 3: Product ReDesign

Page 4: Style Guide

Page 5: Style Logos

Page 6: Package Design

Page 7: Product Photography

Page 8: Product Advertisement

ProductReDesign

Product name: McCormick Spices

Target group: The target audience will be those who are master chefs, but also for those who are new to cooking and want to learn how to be better in the kitchen. The original packaging seems dated and just needs a more modern and fun look. The purpose of the redesign is to make cooking easy and available to everyone.

Brief history: Willoughby M. McCormick started the business in Baltimore, Maryland in 1889. Originally, he would sell spices and other products as a door-to-door salesman. In 1896, McCormick bought the F.G. Emmett Spice Company and officially entered the spice industry. Willoughby McCormick died on November 4, 1932 and his nephew, Charles P. McCormick became the president and chairman of the board. In 1981, Charles McCormick used Setco, a plastic bottles producer, to help with the packaging and distribution of the spices. Today, McCormick & Company is a Fortune 1000 that manufactures spices, herbs, and flavorings for retail. McCormick spices can be found in almost every grocery store across the United States.

Big idea: The main redesign for this product will be a more modern and eye-catching look. The packaging will be easy to store and easy to reseal and use again later. The new catch phrase for the product will be, “Spice-up your life with…” and then the name of the spice. On the back of the packaging, there will be different recipes that the spice can be used in. The McCormick logo will remain the same, but the colors will be brighter and trendier.

StyleGuide

Colors:

CMYK: 14, 100, 76, 3 RGB: 204, 31, 64 Pantone: 1787 C Hex: #cc1f40

CMYK: 60, 0, 48, 0 RGB: 89, 203, 163 Pantone: 3385 C Hex: #59cba3

The raspberry red will be used as the font color for the new catch phrase. Example:

Spice-Up your life with OREGANOThe fonts used will be Suilly La Tour-Demo for the catch phrase, “Spice up your life with”The name of the spice will be in Basic Title Font.

The light blue will be the packaging label color. The colors need to be bright and eye-catching. The spices should be enticing by smell and by color.

The back of the packaging will include various recipes in which the particular spice can be used. This is for people who are learning to cook.

Example: Oregano loves spaghetti

Additional nutrition facts will also be included on the back of the packaging.

The raspberry red will be used as the font color for the new catch phrase. Example:

Spice-Up your life with OREGANOThe fonts used will be Suilly La Tour-Demo for the catch phrase, “Spice up your life with”The name of the spice will be in Basic Title Font.

The light blue will be the packaging label color. The colors need to be bright and eye-catching. The spices should be enticing by smell and by color.

The back of the packaging will include various recipes in which the particular spice can be used. This is for people who are learning to cook.

Example: Oregano loves spaghetti

Additional nutrition facts will also be included on the back of the packaging.

StyleLogos

Logos

This is the original McCormick spice logo. I want to use a similar design, but with more modern colors.

MC®

New Logos

This is my idea for the new logo. Still the same idea, but with brighter colors and a more modern font.

MC®

PackageDesign

Spice-up your life withFront

Back

Amount/Serving %DV*Amount/Serving %DV*Total Fat 0mg Sat. Fat 2mg

Trans Fat 0mgCholesterol 0mgSodium

Total Carb. Sugars 5g Dietary Fiber Protein 5.5g

2%

4%

0%

0%

1%

1%

0%

0%

NutritionFactsServ. Size 11/2 tbspCalories 35Calories from Fat 35*Percent Daily Values (DV) are based on a 2,000 calorie diet

oregano lovesSpaghettiMeatloafomelets

cheeseburgersMashed potatoes

and more!

The actual package for the spices will be a clear, ziplock bag. This will make it easy to open and close the seal for reuse. The labels will be made from a heavy cardstock paper and folded in half over the ziplock bag.

MC® Oregano{

ProductPhotography

Curry

Thyme BasilGarlic

Dill

MC ®

Spice things up

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