Rebranding
John Mac is a award-winning Brazilian seasoning company that looked to launch into the US marketplace. The name is based off a fictitious character which the founders saw representing the American barbecue & grilling community.
We creating a new brand positioning, tone, visual identity (logo, color palette, typography, aesthetic) and strategy product launch. We added a descriptor to the logo to right away understand what the brand is and does with 'Craft Seasoning Co.' The visual tone is clean modern vintage that gives a sense of new (new product in the marketplace) while visually connecting to the craft messaging with all the fun elements that come with the style.
The magic to their winning blends are quality ingredients so we tied that to the new tagline while connecting to environments which the consumer experiences the products in 'Premium Blends for Quality Moments".
Role: Creative Director
Agency: 270B
Project Type: Brand Strategy, Brand Identity, Copywriting, Packaging, Experience Design / UX / UI
To enter in the US market, we focused on the 5 key SKUs from their larger product catalog. Each product was named to feature the moment it is best represented by; Backyard, Dressed Up, Everyday, Reunion & Special blends. Each assigned a key color from the palette with Everyday sporting the main green brand accent color. We sought out to make each can stand on its own while being part of the collective family. The brand dark navy, tan and green accent color are represented on all labels.
Prototype of home hero section of the digital experience.