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Christine Cushing*s packaging
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Created: 06/28/08
Last Edited: 08/26/08
Views: 1575
Appreciations: 71
Comments: 16
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Christine Cushing*s packaging
(in collaboration with The Movement)
On her TV show, Canadian chef Christine Cushing gives her recipes (aka "culinary secrets") away all the time, so it was natural to let the sharing of these recipes play a central role in the re-branding of her gourmet tomato sauces. It was immediately clear that the time and care put into creating these sauces in small batches (by hand in Canada, using the finest and purest ingredients) had to be at the forefront. The main challenge was ensuring that the sauces conveyed a sense of culinary refinement and expertise, while still being approachable and friendly (just like Christine herself).
The result was defining the personality of each flavour (ex. 'Pure' for Fresh Basil and 'Daring' for Spicy Garlic) and working with a colour palette which represented the flavours' particular moods. The combination of the names and colours with an approachable and warm typographic system -- including Christine's handwriting -- made her brand of sauces not only stand out among others on the shelf, but also seem fancy and special, while also looking like something that came from a friend. She gives you part of her recipe, along with her personal notes, right on the jar and saves the rest for her website.
Looking forward to expanding this system, as Christine reaches more friends and shares more of her secrets.
(in collaboration with The Movement)
On her TV show, Canadian chef Christine Cushing gives her recipes (aka "culinary secrets") away all the time, so it was natural to let the sharing of these recipes play a central role in the re-branding of her gourmet tomato sauces. It was immediately clear that the time and care put into creating these sauces in small batches (by hand in Canada, using the finest and purest ingredients) had to be at the forefront. The main challenge was ensuring that the sauces conveyed a sense of culinary refinement and expertise, while still being approachable and friendly (just like Christine herself).
The result was defining the personality of each flavour (ex. 'Pure' for Fresh Basil and 'Daring' for Spicy Garlic) and working with a colour palette which represented the flavours' particular moods. The combination of the names and colours with an approachable and warm typographic system -- including Christine's handwriting -- made her brand of sauces not only stand out among others on the shelf, but also seem fancy and special, while also looking like something that came from a friend. She gives you part of her recipe, along with her personal notes, right on the jar and saves the rest for her website.
Looking forward to expanding this system, as Christine reaches more friends and shares more of her secrets.
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Very good Trish!