McCormick Europe consists of multiple brands offering a wide portfolio of herbs, spices, seasonings and recipe mixes. In the UK, despite being an established brand, Schwartz was facing increasing competition from own label.
The extensive ranges in the Schwartz portfolio all worked differently, creating an inconsistent and confusing portfolio. The brand itself had no role on pack over and above an endorsement level, so it was crucial to create a meaningful role for the brand.
The brief was to create a new identity & packaging design to enable the brand to behave like the category leader once again.
Taking a masterbrand approach, we created the ‘blending device’ to represent the idea of blending flavours. Moving the product imagery on pack from the table to the kitchen, to capture the ‘cooking moment’, cements the brand role as partners in the kitchen.
By using the blending device as a holding mechanism across the portfolio, adapting to reflect the personalities of the ranges, we ensured a consistent presentation of the brand that acts as an integrated part of the pack to encourage cross purchasing.
Through a simplified ranging strategy and clear brand architecture, we overcame issues of navigation between ranges. Findability issues have been solved by driving consistency and clarity of hierarchy, product names, and descriptors.
The redesign has given McCormick the opportunity to strengthen their brand by harmonizing the presentation of their portfolio and ensuring alignment on how the brand equities are applied.
“We recognise that our brands are one of our most valuable assets. Our Partnership with BrandOpus has enabled us to build upon the strength of our brand to deliver consistency as well as enhancing the consumer experience.”