I was the lead designer for the McCormick Popcorn Seasonings that launched January 2023.
The Ask: Launch McCormick popcorn seasoning for ecommerce (amazon).
Communication Hierarchy
Flavor Variant
Brand: McCormick
Product: Popcorn Seasoning
The Design Recommendation:
By leveraging the nostalgic feel of the classic red and white stripes for popcorn at carnivals, movie theaters, etc we embrace the heritage side of the MCK brand and hope to help bring these popcorn flavors along with all the memories to every home.
When the designs sit together on the digital shelf, the design creates a strong brand block for MCK, leaning in on red.
Art direction provided by Heather Gray.