COHEN’S ORIGINAL STEAK RUB

THE ASK

Cohen’s Original is adding a new spice rub to their line of gourmet and artisanal products. They take pride in their premium brand, traveling the world to find and share the best quality ingredients and are looking for a label for their Steak Rub that reflects both the product, the brand and what it means to live and eat well. Looking for both a custom die-cut and a custom illustration that conveys a unique personality for the product and the artisanal and gourmet values of the brand identity.

THE APPROACH

The target audience is consumers that shop at stores such as Dean and Deluca, Whole Foods, and Pusateries. Research on these stores’ target audiences revealed individuals and families whose income is well above the national average. They live in upscale suburban and metropolitan areas and are typically college educated residents. They live healthy lifestyles, are conscious of the environment, and buy high end products. The target audience actively looks for high quality and prefer strict adherence to standards that premium pricing typically affords. They are inspired by world class gourmet food that focuses on high quality organic produce and encourages a philosophy of live and eat well. The design focuses on the mood and message of gourmet and artisanal products with a focus on organic produce.