Spice Hunter
"Dish It"

Bringing excitement back to cooking.

 

The Spice Hunter is a 30+ year old premium spice brand that was quickly losing space on shelves. Although a superior product, The Spice Hunter needed to redefine the brand to get customers and consumers excited about this high quality line of spices and seasonings.

 

 

GETTING BACK TO OUR ROOTS.


We conducted a series of stakeholder interviews, secondary research and our brand workshop to uncover the brand’s DNA. Our insight: spices once shaped the world through culture, exploration, and bloodshed. But now they reside in the most boring aisle in the store. We learned The Spice Hunter was born from its founder’s passion for seeking out the best flavors in the world. But the brand had lost that energy. It was time for The Spice Hunter to live up to its name and reclaim that early passion and energy for today. This inspired our positioning of the brand: the thrill of the hunt.

 

 

TURNING UP THE HEAT.


So how can you encourage people to get excited about using spices?  Remind them of the thrill of cooking. Experimenting, throwing out the recipe, cooking with reckless abandon.  We took inspiration from cultural forces in food like Action Bronson and The Bear. Anti-Martha Stewart perfection. All about throwing it on a plate and seeing if it works.

The creative platform “Dish It” was born. We brought the idea to life through fast-paced video, bold headlines and typography, setting the tone and identity for The Spice Hunter to take back shelf space.