Client
McCormick x Tasty/Buzzfeed

Role 
Creative Strategy
Naming & Copywriting
Packaging

Agency
Invok Brands

Accolades
2020 GDUSA Winner
2020 PAC Nominee

Press
Strategy Online
Media in Canada
Buzzfeed
Buzzfeed
Canadian Grocer
Ad Exchanger

Availability
Kit available on Amazon, and pouches via Amazon and select retailers.

Challenge
McCormick teamed up with Tasty, to bring a co-branded line of spice blends to redefine how millennials cook in the kitchen while leveraging the strength of each other's brands.

Insight
"I want to learn how to cook and have fun in the kitchen whether I'm cooking for myself of with friends. I'm inspired foodie culture, cooking shows and exciting flavours I find while travelling."

Opportunity
Making the packaging sharable for the Instagram generation was another challenge our team sought to resolve. The packaging solution delivered on the re-use and up-cycle trend while maintaining a premium feel for millennials to continue to reuse in their kitchen space.

The spice kit box design enabled consumption through both direct to consumer and similar design applied to pouches for retail environments, appealing to a wider audience of millennial consumers. This innovative approach paves way of the future for packaging design, as consumers and designers alike can experience how packaging lives in different purchase channels.