Cohen’s Original was 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 took 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 included consumers who shopped at high-end grocery retailers such as Whole Foods, Dean & Deluca, and Pusateri’s. Research revealed that these individuals and families typically had incomes well above the national average, were college-educated, and led health-conscious, environmentally responsible lifestyles. They sought out premium, organic products, and expected brands to meet high standards of ethical sourcing and artisanal quality. Motivated by a “live and eat well” philosophy, this audience was inspired by world-class culinary experiences and valued sustainability, purity, and gourmet excellence.

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