Spices & Co. is a startup in Montreal that was looking to brand their new venture that focused on traveling cocktail kits. The challenge was to make the users of the brand feel as though they were experiencing the excitement of travel and tastes and flavors from around the world, right in their own homes or away from home. The branding needed to convey fun, excitement as well as the allure of traveling to foreign lands but also be accessible/approachable.
The brand direction was refined to a nautical-based concept. This was important as it covered the elements that the client was trying to convey of travel, excitement, and adventure, but also an air of approachable sophistication with a feeling of relaxation and community amongst its customers. The packaging itself was intended to remain a sustainable marketing piece that one would not discard, but re-use after use which further enhances one of its core values of recycling and the environment.
Spice & Co's brand was developed with a keen awareness of their audience. Using a nautical concept, bold/distinct color palette, and visuals to support the concept makes the brand singular and look, but appealing to all.
BRAND BOOK
The "Happy Hour Box" package design reinforces the nautical concept with its bold stripes and whale with an overall clean white. The dashed line for the Whale "spout" continues the "journey line" that you see throughout the branding. This design was meant to be more casual than the "Cocktail Travel Kit" design below.
The "Cocktail Tavel Kit" design is still nautically based but meant to be a bit more upscale than the "Happy Hour Box". This more refined design is to support content such as bar tools as well as upscale mixes and foods. The "journey line" is also present as a subtle reminder of the customer experience related to Spices & Co.
The Spices & Co. stationary design is designed to be clean and sophisticated to support the brand values.
The Spices & Co. bottle label design is a concept to support the brand storyline of enjoying flavors from far away lands and the spice trade. Each bottle's contents reflect the land for which that particular mix originates from. For example, the ginger root comes from India, the Kola bean comes from Africa, etc. Along with that each bottle has an associated story written for each bottle and how that relates back to Spices & Co., and also the familiar "journey line" that carries throughout the branding.
