“Our goal is to update the McCormick packaging so that it can compete with the private labeled brands that are on the shelf today, all while keeping McCormick’s core brand values.”
McCormick Spice
This project was completed with my team members Audrey Flynn (Industrial Design) and Peter O’Neill (Graphic Design). McCormick has been at the forefront of the spice and extract industry and have had very little competition on the shelf. Because of this, their branding and packaging has not changed much. Over the past few years stores have started creating their own private label brands that are also affordable, thus creating on-the-shelf competition for McCormick.
McCormick & Company, Inc. pride themselves in being a global leader in the world of spices and flavorings. They know and believe that they are up to the challenge of meeting the high demand for increasing flavor globally. From the very beginning they have always pushed to improve the art, passion and even the science of flavor to a higher quality. Their main goal is to improve the universal eating experience all while focusing on family and the importance of people.
Our goal was to update the McCormick packaging so that it can compete with the private labeled brands that are on the shelf today, all while staying true to McCormick’s core brand values.
To view the complete project process book, click here
Collaborative Project | December 2018
THE ESSENTIALS
BENCHMARKING
The brand image of McCormick is one of reliability and dependability, which can be seen throughout their current packaging. However, because they are not changing to compete with competitors they are starting to be overlooked by the more innovative and trendy packaging from the other brands on-shelf. The image of McCormick can stand to be updated and show that they are changing with the times, while not sacrificing the flavor.
After analyzing McCormick’s competitors we noticed two opportunity points for McCormick to capitalize on. Some of McCormick’s largest competitors (Kroger, Target, and Wal-Mart) have their own products available at different price points. This is where we decided to hone in our efforts and help McCormick reach a wider audience.
The first area of opportunity was what we dubbed the “value brand” space. Our solution was to create a line of spices that would be considered McCormick’s “value brand” which we named, The Essentials.
DANIEL
CUSTOMER PERSONA
Daniel is a recent college graduate, and after years of living on the ‘college diet’ it was time to learn how to actually cook. Unfortunately, with student loan payments and plethora of other bills coming his way, Daniel is on a tight budget. Daniel is looking to stock up his kitchen at a low price point.
The Heritage COLLECTION
BENCHMARKING
After analyzing McCormick’s competitors we noticed two opportunity points for McCormick to capitalize on. Some of McCormick’s largest competitors (Kroger, Target, and Wal-Mart) have their own products available at different price points. This is where we decided to hone in our efforts and help McCormick reach a wider audience.
The second area of opportunity was in the ‘premium brand’ area. To fill this gap we created a line of spices named, The Heritage Collection.
JACOB & EMILY
CUSTOMER PERSONA
Jacob and Emily are newly-weds and they are now at a point in their lives where the want to start expanding their skills in the kitchen. One of the things they are looking at are adding to their spice collection. They want their spices to reflect their values and to be representative to who they are as consumers.
