Cohen’s Original expanded its line of gourmet, artisanal products with the introduction of a new Steak Rub. Known for sourcing the finest ingredients globally, the brand is grounded in a premium identity and a philosophy centered on living and eating well. For this addition, a custom die-cut label and hand-drawn illustration were developed to reflect both the bold character of the product and the brand’s commitment to quality, authenticity, and craftsmanship.

The target audience included consumers who shop at high-end grocery retailers such as Whole Foods, Dean & DeLuca, and Pusateri’s. This audience typically consists of individuals and families with above-average incomes, strong educational backgrounds, and health-conscious, environmentally aware lifestyles. They seek premium, organic products and expect high standards of ethical sourcing, sustainability, and artisanal quality, guided by a “live and eat well” philosophy and an interest in elevated culinary experiences.

The visual design was developed to resonate with this quality-driven, gourmet audience, emphasizing artisanal craft and organic simplicity. Natural textures and clean typography were used to establish a refined and understated visual tone, while a minimalist layout reinforced a sense of sophistication. Custom illustrations of herbs and spices highlight freshness and ingredient quality, creating an emotional and aspirational connection to health, sustainability, and gourmet living.