Michigan Spice Company

CHALLENGE

The packaging manufacturer told Michigan Spice Co. their container lids all had to change from black to red. This shift made it more difficult to indicate the seasoning flavor by label color, because the three previous colors didn’t work well with and were visually overpowered by the new red lids. So they needed refreshed labels in which the design of each flavor didn’t depend on color to differentiate them.

SOLUTION

Simplifying the overall color palette to be a combination of red, cream, and black, I put more emphasis on the animals that represented each version of seasoning. Feathers, spots, and scales were also used as a textural element to better identify the flavors regardless of the angle you saw them on the shelf. With this new approach, Michigan Spice Co. also needed me to clean up their logo to match the more modern look of the products.