How people perceive your brand directly affects how successful it is. Even if you’re the best quality product on the market.

The shopper value equation of cost vs benefit is a fine balance between perception and reality, and where brand designers and marketers excel.

But! When own label competitors start eating your market share, retailers start questioning your category value.

McCormick wanted to revolutionise the packaging experience for their European herbs, spices and seasonings brands to emphasise category leadership.

Strategic workshops to balance the investment vs reward parameters required to achieve the brands ambitions and commercial objectives: from evolutionary to revolutionary. Including in-depth analysis of the production line and recommendations on how much and where to place CAPEX to unlock brand potential: from a new capping machine to a new factory!

Relaunched packaging and merchandising systems that supported the Schwartz and Ducros refreshed marketing positioning

• Schwartz penetration of the jars grew by 1.2 points, to 25% of the UK market

• Schwartz grew its jars by 2.8% in value following redesign

• New pack structure used less material vs. old design

Client: McCormick via Marks

• Ethnographic research into the product experience and shopping journey

• Trends sweep in and out of category to understand how evolving attitudes and eating habits should change the role of the brand and packaging experience

• ‘Technically Creative’ workshops with engineers, as part of a supply chain audit to understand the implications of change and ideate against them.

• Scenario planning and visualisation

• Board level strategic workshops to define design parameters and investment levels available to manifest change: : from no change, to new machinery, to a new factory

• Design territories: visual, functional and material

• 3D Creative Direction for packaging and merchandising unit