Terra Spice hires Keur Design Studio to Create New Brand, Website, and Packaging
One sweltering July afternoon, I answered a phone call from Chef Alain Helfrich. “I have an idea for an article,” he said. (In addition to designing brands and websites for clients, I also run a food blog.) “You know Phil Abbott, right?” he continued. “People have to know about him. He probably won’t talk to you—but if I introduce you, he might.” I had certainly heard of Phil—if you appreciate good restaurants, especially if you live in South Bend, you’ve likely experienced flavors from his company, Terra Spice. This premium spice company flies under the average consumer's radar yet has a long reputation among chefs of providing exclusive spices to world-class kitchens.
And so, after a series of meetings—all surrounding good food of course—Phil made a decision, “I don’t want you to write a story about me,” he said. “I’d rather pay you to share our story with what you do best—design.” And so we got to work rebranding his 20-year old spice company.
STEP 01: BRANDINg
Terra Spice’s original logo was over 20 years old, so it was time for a new look. I began by interviewing professional chefs and home chefs to get a read on why Terra Spice is special. From these conversations, I pulled out four characteristics to highlight visually
Premium
Terra Spice is heralded by its world-class chefs as the best spice purveyor available on the market. We hold extremely high standards and only deliver the most premium products available.
Natural
Our spices and blends are a celebration of the bounty of the earth. We pride ourselves in bringing the most natural products from the fields to your doorstep.
Generous
At the heart of our business is a humble generosity to serve our customers and employees. We show up each day with a posture of hospitality, offering a seat at our table and an invitation to be well fed.
Meticulous
At Terra Spice, our team works meticulously to ensure each of our products is the best on the market. We have spent over 20 years perfecting our practices and protocols, continually in a state of refinement in order to achieve a standard exceeding our customers' expectations.
STEP 02: Website
Terra Spice’s website did not represent the premium products for which the company is known, plus, customers were confused which commerce site they should visit. So we created a new website to share the story of Terra Spice and give clear directions to the wholesale website and retail website.
STEP 03: Packaging
Finally, we implemented the new brand throughout the company’s packaging: spice jars, shipping boxes, and a card included with each shipment.
