McCormick Refresh Brings Inspiration to the Aisle

McCormick, the category leader in herbs and spices, has been facing increased competition from both branded and private brand alternatives. Because herbs and spices are often a planned purchase, the shelf is where shoppers make their final brand selection. Research showed McCormick’s point of difference – highest quality ingredients – wasn’t coming to life as strongly as it could and some shoppers were making selections purely based on price. (Legacy design below)

Old-McCormick-DesignKnowing the importance of the shelf, McCormick turned to Theory House to update their in-store experience and provide a compelling reason for shoppers to select McCormick. So we walked the aisle with the client, mined similar categories for inspiration and studied recent changes to the brand’s packaging.  Working within the existing bin structure, which provide McCormick the important opportunity to brand block, we explored ways to amplify the quality of the brand at shelf. (Final design below)


Our solution? Help McCormick win at the intersection of navigation and inspiration. To help shoppers find their products, we established color blocking by types of product and created stronger product call outs. To help close the sale, each bin card featured product photography and product specific copy reinforcing McCormick’s commitment to freshness.

The result? Quicker navigation and increased sales. The refreshed design is making its way across the country, so keep an eye out at your local grocer. If you’re looking to make more impact at shelf, contact Theory House.

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