THE ASK

Cohen’s Original is adding a new spice rub to their line of gourmet and artisanal products. They take pride in their premium brand, traveling the world to find and share the best quality ingredients and are looking for a label for their Steak Rub that reflects both the product, the brand and what it means to live and eat well. Looking for both a custom die-cut and a custom illustration that conveys a unique personality for the product and the artisanal and gourmet values of the brand identity.

THE APPROACH

The target audience comprises of consumers who shop at high-end grocery retailers such as Dean & Deluca, Whole Foods, and Pusateri’s. These individuals and families typically have incomes well above the national average and reside in upscale suburban and metropolitan areas. They are predominantly college-educated, maintain health-conscious lifestyles, and make environmentally responsible purchasing decisions. This audience actively seeks out premium, high-quality products and values brands that uphold strict standards—standards they associate with artisanal craftsmanship, organic ingredients, and transparent sourcing. They are willing to pay premium prices in exchange for elevated quality, ethical practices, and gourmet experiences. Influenced by a live and eat well philosophy, they are inspired by world-class culinary experiences, with a strong emphasis on organic, locally sourced, and sustainable produce. 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 in the design with a background of natural texture and clean typography that evokes simplicity and authenticity. The label’s minimalist layout reinforces sophistication and the imagery/illustrations represent herbs and spices highlighting quality. Together, these elements work to build an emotional and aspirational connection with a consumer base that appreciates the intersection of health, sustainability, and gourmet living.