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packaging made perfect |
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The Flavorbank
project was a dream come true. Take a 30-year-old, staid
brand and give it a make over. We started with a formal market
assessment to gain a clear understanding of the current brand
attributes, competitive set and market trends. The result
of the analysis helps to produce a sound brand positioning
and strategic point of difference. Next, we begin the creative
process.
The first task was the logo which would be the foundation for
the balance of the creative process. The logo is often the
foundation of the creative because it must be able to adapt
to so many mediums and vehicles. The idea here is that peppercorns,
salt and spices are the simple ingredients of a meal. They
are a critical and instrumental part of the creation. To communicate
this concept, we used an abstract, top view a few spices being
stirred into a pot.
After completing the stationary and corporate i.d. materials,
we moved on to the packaging. Here, as with all packaging projects,
we began with the structure. For 30 years the packaging had
been cylindrical “test tubes.” We saw an incredible
opportunity to move away from the round to square tubes. The
square shape would allow us four distinct panels for graphics
and would roll off the kitchen counter either. To obstacle
was that Flavorbank had a retail display system built for the
round tubes in thousands of retail stores nationwide. So we
need to effectively, put a square peg into a round hole.
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