2012 is the biggest year of innovation for leading “herbs and spices” brand Schwartz and sees the launch of a new, brand architecture, designed to harmonise the brand identity across the whole product portfolio.
Prior to the re-brand each Schwartz product range worked in a different manner, meaning there was no way of navigating the brand and fixtures.
Research has revealed shoppers ‘over-invest’ time at the herbs and spice fixture, with the average time spent per shopper being over 1 minute.
This said, 7% of shoppers who planned a purchase walked away from the fixture empty handed, mainly because they found it too difficult to find what they were looking for.
To unite the portfolio and give the brand a clear identity, a master-brand design has been created in a bid to create synergy to all Schwartz products in the various ranges.
Shoppers will be able to identify variants within a common framework, with category segmentation for Recipe Mixes according to the main ingredient used in the recipe and in herbs and spices by the main product family.
The aim is to simplify navigation and increase cross-purchasing across the wide and varied portfolio of herbs, spices, seasonings, recipe and sauce mixes.
The new brand identity itself is a blend of overlapping ellipses designed to represent the idea of blending flavours.
On pack, the identity extends to form a holding device that changes to reflect the personality and product differentiation between and within ranges, but always holds the name of the product to allow consumers to choose the correct product quickly and easily from the fixture.
Notably, the food imagery on pack has moved from the table to the kitchen, hoping to capture the ‘cooking moment’.
Schwartz extended its product portfolio with the introduction of 45 new SKU’s, more than doubling the new products introduced in 2011.
Paola Bassi, Schwartz UK Marketing Director says: “We are committed to developing exciting new ranges to grow our entire portfolio of products and this year has marked our biggest investment in innovation yet.
“With such an extensive range we felt it was important to unify our products with a new brand architecture and we are very excited to see this roll out across our portfolio in the coming months.
“We are committed to creating tasty and simple meal solutions for UK families from start to finish. This new design and the pipeline of product innovation can only help our consumers and retailers achieve this.”
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