Spectrum Naturals
Brand identity and Packaging System Design

Starting with the company's flagship Culinary Oils product line, Spectrum Naturals is in the process of introducing an updated, and decidedly upscale, new look across all product lines.

The original "rainbow" logo, which visually echoed the Spectrum name and generally dominated product package designs, was felt to have some equity but also posed logistical problems for package design application. In addition, important messages about essential product differences were being lost on overly cluttered labels.

The new brand identity, featuring a wordmark with a classically elegant typeface that gives equal weight to both "Spectrum" and "Naturals," in combination with a suggestive gold medallion symbol that enhances the quality image, will be consistently applied to all Spectrum products. A romantic "rainbow vignette" was designed to be an adaptable brand identity element, incorporated into label design of other products as appropriate.

A key objective in designing the packaging system for the 35-SKU Culinary Oils line was the creation of a flexible yet consistent informational architecture to aid customer selection. Label design accommodates different amounts of product information and visually prioritizes the customer's selection criteria — varietal, organic, refined or unrefined, and best use — while boosting shelf impact and consumer appeal. Healthy never looked so good!

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