Unlocking nature’s wisdoms for your health.
Concept design and brand prototype for a line of direct-to-consumer herb and spice supplements. The following pages show the steps made in translating the team’s innovation strategy into an impactful creative solution.
In collaboration with Egg Strategy
The Challenge
A global leader in flavor, McCormick has over 130 years of experience sourcing herbs and spices from farmers across the world. Recognizing the underleveraged health benefits of these ingredients — and driven by a desire to expand beyond the kitchen — McCormick charged their in-house brand accelerator with expanding their product portfolio into the health and wellness space. Our job was to create what this new brand would look like.
The Solution
Guided by existing R&D initiatives, a product concept and brand vision were created for a direct-to-consumer supplement brand that supports health and wellness through the power of herbs and spices. Recognizing the reality of a phased approach to product development, our team adapted a ‘sprint’ mentality, proposing a minimal viable product and brand for launch, with room for the visual identity to adapt as the business grows.
Step 1:
Product Ideation
Step 2:
Targeting Positioning Opportunities
Working alongside McCormick’s in-house accelerator and their R&D team, a MVP concept was created.
Addressing Key Consumer Drivers
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Capsule form fits into current consumer behavior
Capsule form mitigates negative taste associations (e.g., garlic and black pepper)
Natural and transparent ingredients are important to trust and buy-in (ideally reflected in the product)
Immunity, anti-inflammatory and gut health are relevant territories, supported by key 5 core ingredients
Focus on herbs/spices that have a stronger H&W halo (e.g., turmeric)
As a first step in building potential brand concepts, we mapped the supplement category in order to understand where our brand could authentically play. This exercise defined four creative territories in which our brand concepts could sit, ensuring differentiation across our design directions and within the category at large.
Additionally, it was important to recognize that however the brand positioned itself within the supplement space, we would need to account for future product expansion into new categories.
Step 3:
Crafting a Design Direction
Out of the positioning exercise, four distinct brand concepts were created, with both brand relevance and product attributes tested with consumers.
‘Nature Knows Well’ was selected as the lead direction in which our visual exploration should take root, with the additional push to incorporating elements that would create a more vibrant and colorful visual language.
Will Be Well
Make it Enjoyable
We know that staying well and healthy is not easy — yet taking real steps toward it does not have to be complicated or boring. Discover a new way to support your wellness in a way you want it: simply enjoyable.
Brand Tone
Personal, Upbeat, Effortless
Nature Knows Well
Make it Pure
We know that nature is our biggest treasure, yet in our modern world we don’t rely on it enough to harness its powers to support our health. Discover nature’s wisdoms as they enhance your health in the most genuine way.
Brand Tone
Authentic, Pure, Instinctual
Wellness for Every Body
Make it Accessible
We believe health should be more attainable and that nature holds the key for us all. Discover how nature can enhance our individual and collective health and wellness.
Brand Tone
Inclusive, Empowering, Liberating
Every Day Strong
Make it Active
In an unpredictable world, taking a proactive approach to protecting your body’s natural defenses is essential. Discover a natural way to strengthen your body’s resistance to daily stressors.
Brand Tone
Motivating, Reassuring, Active
As we crafted the brand further, we created a MVP brand strategy, identifying key consumer traits, establishing early brand values, and defining core design principles to drive visual development.
Brand Values
Respect
We are influenced by ancient practices, and honor the power that nature provides.
Stewardship
We practice responsible, sustainable sourcing practices, and support the economic viability of our farmers and their communities.
Quality
With over 130 years of experience, we harvest only the highest quality bio-active herbs and spices.
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Powered by nature’s wisdom, we provide pure wellness for people and planet.
Consumer Attributes
Proactive
Authentic
Engaged
Mindful
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Our audience is mainstream, health-engaged consumers who look for more ways to enhance their health and wellness, instead of relying medicine to fight symptoms.
Design Principles
Powered by Nature
Tap into nature’s wisdoms. Celebrate both ancient practices and modern nutritional science.
Clear & Sincere
Educate our customers on the functional properties of our herbs. Make healthy habits pleasurable.
Naturally Vibrant
Show the bold and colorful world of spices. Tell our story with energy and optimism.
Less is More
We are bold yet pure. Reflect our belief in the power of purity.
Step 4:
Brand Architecture
& Portfolio FIt
Recommendations on where the brand should sit within the McCormick portfolio and its relationship to the McCormick masterbrand were also made as we continued to develop the brand vision.
Fit within the McCormick Portfolio
Understanding the desire to attract mainstream, health-engaged consumers, it was clear that we should push towards a motivational lifestyle brand, and not link too closely to the McCormick cooking brands.
Defining the Masterbrand Relationship
Furthermore, in order build new equity for McCormick, it was proposed that we adopt a standalone approach to our brand architecture. Marriott was used as a reference point to guide this conversation with the larger team.