Everyday Adventure

Everyday Adventure

In recent years, consumers have shifted towards exploring and preparing more adventurous foods at home, relegating conventional family favourites to the back of the cupboard.

We teamed up with McCormick to reposition their traditional Recipe Base range as the ideal life hack for busy families, reinvigorating the brand to set a new, vibrant standard for the category in a way that continued to appeal to loyalists while also attracting new audiences.

Punchy, vibrant and colourful, the re-energised design aims to take consumers on a taste journey above and beyond product function.

At the heart of the refresh is the ellipse symbol, used across multiple global markets, to celebrate movement and energy. Paired with rustic textures and an off-beat typeface, the new package design draws out the brand’s delicious flavour. A refreshingly lively photography style not only stimulates the senses but creates standout from a sea of sameness within the pantry staples aisle.

The portfolio has been realigned to enhance shop-ability with range navigation being signposted via protein (chicken, beef or lamb), or if the product is a vegetable side using bold yet earthy tones.