McCormick

McCormick were a key packaging design client for 21 years, and over that two-decade partnership we touched almost every corner of their Australian supermarket presence. The scope covered their core herb and spice bottles, Keen's Curry, recipe base pouches, marinades, finishing sauces, and extensive new product development (NPD).

When you design for herbs and spices, shelf navigation is everything. Shoppers stand in front of a dense, multi-tiered spice rack with dozens of near-identical jars. If the architecture is confusing or the typography is too subtle, the shopper gives up or buys private label. We developed a clear visual hierarchy, color coding, and typography system that helped shoppers identify varieties instantly while reinforcing McCormick's global leadership and quality credentials.

Beyond everyday packaging, we worked closely with their commercial teams on trade strategy, retail sell-in decks, and category reviews. FMCG brands succeed when retail buyers trust that packaging updates will increase category basket size rather than merely shuffle market share. That 21-year tenure was built on commercial rigor, deep respect for brand equity, and dependable execution across hundreds of SKUs.