Spectrum first came to Benitez Design when they were looking to have their flagship Culinary Oils product line redesigned. In the process, a new brand identity was developed that enhances the quality image and is flexible enough to be consistently applied to all Spectrum products.

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. The new 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 maintaining brand consistency.

The brand identity and package design were recognized in Print Magazine’s Regional Design Annual. This new brand identity and packaging positioned the brand for sales growth and made it attractive for an eventual acquisition. Over a 10+ year relationship, both with the original founders and the new owners, we have updated the entire product line and created package design as needed for new products as they are introduced each year.