Branding agency BrandOpus Australia has helped design packs for McCormick's new range of traditional-style meal bases, inspired by Keen’s iconic curry and mustard powders.
BrandOpus collaborated with McCormick on the pack design, which aims to grow the Keen’s brand by broadening its appeal to a wider audience looking for convenient meal solutions.
With a rich history spanning back to the 18th century, Keen’s is "renowned for its distinct and trusted" curry and mustard powders. Parent brand McCormick was on a mission to deliver a more accessible way for today’s busy households to experience the heritage brand.
The BrandOpus team were briefed to boost contemporary relevance – tapping into the love Australians have of Keen’s, while extending it to play into cues of ease and convenience. Rooted in the brand’s heritage, the design pays homage to the story of founder Joseph Keen and his travels from Britain to Australia.
With a brand so iconic to Australia, the new design pays tribute to simplicity and honesty, says BrandOpus. At the heart is the old suitcase-inspired pack design, complete with Keen’s traditional iconography, elevated as a distinctive asset. The evolved colour palette with darker packaging not only offers a bold shelf presence to challenge the status quo, but also "reflects the richness and strength" of the Keen’s brand. The new look and feel demonstrates "strong visual" colour combinations not only through the graphic architecture but with "flavourful, hearty" food photography.
“The Keen’s brand is so rich in history we were spoilt for choice when it came to telling the brand’s story through the power of design. I think most Australian’s have a soft spot in their hearts for the Keen’s brand and we hope this work helps to pass the baton to the next generation of Keen’s aficionados," said Nikki Moeschinger, MD, BrandOpus.
Paris Golden, MD, McCormick Foods said, “With more and more consumers looking for ease and convenience in the kitchen, now was the time to elevate how Keen’s was showing up in the world. The design needed to stay true to our roots – preserving what makes us so special – yet paving the way for a new generation of Australian families through bold flavour and convenience. BrandOpus have captured our spirit perfectly and we’re excited for it to hit the shelf.”
