Tuesday, June 5, 2012

New logo: Schwartz


Schwartz is a UK spice brand owned by McCormick & Company. Recently, it started rolling out an overhauled visual identity and package design, created by BrandOpus.

The aim of the redesign has been create more consitent packaging where the Schwartz brand takes a more prominent role. To achieve this, BrandOpus created a "blending device" that dominates the packaging. The old S with a banner gives way for two overlayed ellipses.
"The 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 and concise information about the product to allow consumers to choose the correct product quickly and easily from the fixture. Notably, the product imagery on pack has moved from the table to the kitchen, capturing the ‘cooking moment’ and cementing the brand role as partners in creating delicious dishes everyday." - BrandOpus

Previous logo.

An older logo, replaced about 8-9 years ago.

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Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic
The logo and the "blending device".

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

BrandOpus press release (archive)
BrandOpus blog (archive)
BrandOpus case study
BrandOpus case study pdf (archive)

1 comment:

  1. I think this new logo is horrible, I can't recall the one before the previous one but for me the previous will always be the true Schwartz logo!

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