Product ReDesign

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

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

M C

M C

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 bright red will be used as the font color for the new catch phrase. Example: with

OREGANO

Spice-Up your life

The fonts used will be Lucida Calligraphy for the catch phrase, The name of the spice will be in Ariel Rounded MT Bold.

pice up your life

The teal 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.