Following the successful launch of its street food seasonings range, McCormick has again partnered with BrandOpus in the Australian market to redesign the packaging for its slow cooker and produce partner recipe base ranges.
Hitting shelves over the coming weeks, the refresh aims to inject vibrancy into both the McCormick brand and the recipe base space. The redesign comes at a pivotal time as the recipe base category continues to grow. BrandOpus was briefed to bring new consumers to a category they may not have previously considered, speaking directly to smart and pragmatic shoppers responsible for feeding the family,
The pack design is centred around the ellipse symbol, used across multiple global markets, to bring a celebration of movement and energy to the herb and spice category. It aims to tap into this desire for cooking adventure, with rustic textures and an upbeat photography style to stimulate the senses. Photographer James Vlahogiannis at Blackwood Studios and food stylist, Kirsty Sands were behind the creative imagery.
The portfolio has been realigned to enhance shop-ability with range navigation signposted via protein (chicken, beef or lamb) or if the product is a vegetable side using bold yet earthy tones.
Paris Golden, managing director, McCormick Foods, said “Recipe bases are the ideal life-hack for today’s busy consumer. Our partnership with BrandOpus has allowed us to bring excitement and colour to the category, and we’re thrilled that we can help Australian families to eat well, put food on the table that everyone will enjoy, and leave more time for what’s really important in life.”
Pre-press for the packs was done by Asia Pacific Engravers, and the rotogravure printing completed by Superior Multi-Packaging Limited.
The new packaging is currently rolling out in Woolworths Supermarkets and selected independents across Australia and New Zealand.
