BrandOpus and McCormick Foods Australia have collaborated again, this time to refresh the packaging design for the Gourmet Garden range of ‘fresh for four weeks’ herbs and spice blends.
The redesign aims to inject modernity into the pack design, without eroding the equity the brand has earned over the years.
The tubes are supplied by EPL Global, while the sachets are by SEE, formerly Sealed Air Corporation.
“BrandOpus was able to transform our brief and consumer insights into a vibrant, eye-catching design with a clear communication hierarchy and linkage to Gourmet Garden’s brand heritage,” said Megan Brabant, sales and marketing at McCormick Australia.
“It’s been a pleasure working with BrandOpus across various different design projects within our branded portfolio, I love their ability to translate insights and brand strategy into designs that stand out on shelf and communicate benefits to our consumers,” Brabant said.
Gourmet Garden launched in 1998 in Australia and was acquired by McCormick in 2016. The brand has global presence, reaching far beyond its Australian roots into the US, Europe and Asia.
A staple in many Australian households, the brand is well-known for its convenient tube format, however, beyond the packaging format, the brand was lacking distinctive assets, according to Brand Opus.
BrandOpus describes the new design as a "vibrant array of graphical patterns", which taps into the idea of layering flavours, represented by "the intricate and beautiful patterns created by a kaleidoscope".
Each variant has a unique pattern, created by overlaying different opacities of the variant colour. The same pattern is used across the same variant in different pack formats to aid navigation.
The kaleidoscope analogy reflects the ability of Gourmet Garden to enable cooks of all skill levels to personalise their creations with fresh and flavourful ingredients, bringing a positive and colourful experience to the adventure of cooking.
“The kaleidoscope design beautifully mirrors the art and magic of cooking. A little bit of this, a little bit of that, and you too can create something special and unique,” said Nikki Moeschinger, managing director at BrandOpus Australia.
“Working on a brand like Gourmet Garden was such a privilege. I’ve been using their products for many years, so I feel a personal connection to it. I’m thrilled with the outcome and the thought process behind it.”
The company said the new design tested strongly throughout a rigorous market research process, rating highly for the key category drivers of freshness and quality.
The freshness message was seen to be intuitive through its connection to the Gourmet Garden name, and the design was found to improve the overall equity of the range.
