Spice O'Life / Butcher's Brand Design
Your Missing Ingredient
DESIGN AGENCY: DYNAMO. CLIENT: Spice O’Life. DIRECTOR / CREATIVE DIRECTOR: Jamie Helly, Conor Wynne. DESIGNER: Wes Trumble.
ILLUSTRATOR: Shutterstock / Wes Trumble. PHOTOGRAPHER: Shutterstock (Drip Detail).
With an ever expanding product range, things were starting to become a little difficult for the consumer when looking for a Spice O'Life favourite. The category was hard to navigate as the differences between the products, their containers and their labels were hard to spot.
While at Dynamo, Wes looked to the type, brand devices and colours to enable him to create stronger differentiation. Starting with the core range, the '5-seed' symbol (or flower) was dialled up to create a consistency with each product having its own individual colourway. For further distinction the stir-fry sauces had quirky 'chameleon' illustrations and the premium ranges 'comfort food' photography. The marinades also had their own unique personality with a rogue drop of marinade allowed to drip down between the brand mark and product name helping the products assume their own identity.
With the clever use of type, colour, illustration and photography the differentiation that was required for such a vast array of enticing products was achieved.