Cohen’s Original is expanding its line of gourmet, artisanal products with the introduction of a new Steak Rub. Known for traveling the world to source the finest ingredients, the brand takes pride in its premium identity and its commitment to the philosophy of living and eating well. For this addition, they sought a custom die-cut label design and hand-drawn illustration that would reflect both the bold character of the product and the brand’s dedication to quality, authenticity, and craftsmanship.

The target audience includes consumers who shop at high-end grocery retailers such as Whole Foods, Dean & Deluca, and Pusateri’s. These individuals and families typically have incomes well above the national average, are college-educated, and lead health-conscious, environmentally responsible lifestyles. They seek out premium, organic products and expect brands to meet high standards of ethical sourcing and artisanal quality. Motivated by a “live and eat well” philosophy, this audience is inspired by world-class culinary experiences and values sustainability, purity, and gourmet excellence.

The visual design is tailored to resonate with this gourmet-focused, quality-driven audience, emphasizing a mood and message of artisanal excellence and organic purity. This is highlighted through a background of natural textures and clean, modern typography that evokes simplicity and authenticity. The label’s minimalist layout reinforces a sense of sophistication, while the custom illustrations—depicting herbs and spices—emphasize freshness and ingredient quality. Together, these elements build an emotional and aspirational connection with consumers who value the intersection of health, sustainability, and gourmet living.