Schwartz (Redesigned)

Designed by BrandOpus, United Kingdom.

BrandOpus blends new masterbrand mark for Schwartz

McCormick UK Ltd, the UK subsidiary of McCormick & company, Inc., a global leader in flavour, have unveiled the first products of their Schwartz consumer brand redesign by strategic design agency BrandOpus. The project sees the company take a masterbrand approach, with the introduction of a single brand mark, applied to all brand communications and across the entire Schwartz packaging range.

As part of its strategy to strengthen the brand McCormick UK Ltd appointed BrandOpus to help reinforce their reputation as category expert providing superior quality and innovative products. In response the agency introduced a masterbrand approach, creating distinctive brand equities that allow McCormick to frame information in a unified way across all brand communications and product packaging, showcasing the depth and breadth of the Schwartz brand portfolio.

The brand identity itself is a blend of overlapping ellipses designed to represent the idea of blending flavours. On pack, the identity extends to form a holding device that changes to reflect the personality and product differentiation between and within ranges; but always holds the name and concise information about the product to allow consumers to choose the correct product quickly and easily from the fixture. Notably, the product imagery on pack has moved from the table to the kitchen, capturing the ‘cooking moment’ and cementing the brand role as partners in creating delicious dishes everyday.

Key to the brief was to simplify navigation and increase cross-purchasing across the wide and varied portfolio of herbs, spices, seasonings and recipe mixes. BrandOpus created a clear brand architecture and simplified the ranging strategy to encourage shoppers to explore the wider product range. Following the review the portfolio can evolve to include new recipes and products in a logical way.

The redesign has given McCormick the opportunity to continue to strengthen their brand by harmonising presentation of their consumer range and ensuring alignment on how the brand equities are applied.

The first redesigned products in the Schwartz range are rolling out into stores now.