
Spice Hunter
Packaging
A premium look for premium spice.
The Spice Hunter is a high-quality spices and seasonings brand, sourced from the best growing regions worldwide. We met The Spice Hunter team in 2022 and helped define their brand with a positioning and creative platform. Through this process, we realized the label on the jar didn’t match the premium quality and price point of the product.
So after a year of dreaming about redesigning the brand’s packaging, we got to do it.
Making Hunting for Spices Less of a Hunt.
First, we made sure we were connecting with the audience: Impressionable Cooking Enthusiasts, who know quality means flavor. We needed to get them to see The Spice Hunter as a premium spice brand they should try when shopping in the spice aisle.
Then we audited the category to identify where The Spice Hunter could stand out. Reviewing the competition on shelves, it was hard to tell one brand from another. Even private-label jars were starting to blend in with the brands.
When we got to work, we made the packaging reflect premium craftsmanship with a modern design. We were inspired by premium brands outside of the category that had a luxurious yet modern feel.





Spice You Want to Look at as Much as You Want to Use.
We started by modernizing the logo, including dropping “The” from the brand name and a full redesign. We stripped down the label, to show the quality inside (and make it easier for consumers to find a particular spice). From colors to font choices, we wanted the jars to be worthy of a home cook’s kitchen counter display. The overhaul didn’t stop at label design. We updated from a plastic lid to metal and said goodbye to the plastic wrapping the jar.
The designs were tested with consumers to ensure they would resonate. Through focus groups and later a survey, we had the confidence to go to production. Ultimately we created a packaging design system for the full line of over 80 spices and seasonings, including Spice Hunter’s Crunch Toppers line extension.
The response from retailers has been enthusiastic and Spice Hunter now has the look to defend its place both in stores and on the consumer’s counter.
Results
Within months of the new packaging hitting the shelf, sales at Sprouts, Spice Hunter's biggest customer, increased 20%.