Packaging Graphics Redesign: Spectrum® brand products are owned by the Hain Celestial Group. Hain Celestial is a leading natural, organic food company that competes in many food product categories. The Biondo Group works extensively within the Spectrum Brand portfolio. Here we worked with the brands “Organic Olive Oil Cooking Sprays”
Challenges:
- The brand wanted to improve its design architecture, unifying the categories
- At POS, differentiating SKU’s within the line on shelf was difficult
- The various oils needed to compete better within each of the individual oil categories:
- Olive Oils (where we would be emphasizing premium)
- Cooking Oils (where the job was one of presenting variety and differentiation)
- Graphically communicate superior quality, premium value, variety, natural/ organic ingredients
Considerations
- View change incrementally, so existing customers would not feel a disconnect, but would encourage new customers to consider the brand
- Balance and reinforce the brands proposition of premium, natural/organic oils for all the consumers’ needs
- Differentiate and tier the oils and vinegars for their individual categories: Basic Oils & Vinegars vs the more premium specialty Olive Oils and Vinegars
Objectives:
- Contemporize the overall look and feel of the packaging graphics
- Communicate a superior quality
- Deliver visual consistency across the segments of the Oil line
- Develop a visual language to communicate benefits
Our Solution featured:
- Simplified and focused front panel design architecture
- “Ingredient as hero” photography
- Strong quality appearance and feel
- Impactful, more legible typography
- Implementation of a new, simpler Brand Identity
Spectrum Naturals: http://www.spectrumorganics.com
