Rebranding Bart Ingredients to appeal to discerning passionate cooks by The Space Creative
The Bart Ingredients Company has recently partnered with Bristol-based agency The Space Creative to strategically reposition into an ownable category space and redesign its packaging so that it can appeal to the modern foodie whilst retaining its heritage and existing customers.
The Bart Ingredients Company has recently partnered with Bristol-based agency The Space Creative to strategically reposition into an ownable category space and redesign its packaging so that it can appeal to the modern foodie whilst retaining its heritage and existing customers.
The Bart Ingredients Company has been bringing its range of premium herbs, spices, and ingredients to culinary creations for over 60 years. It has recently partnered with Bristol-based agency The Space Creative to strategically reposition into an ownable category space and redesign its packaging so that it can appeal to the modern foodie whilst retaining its heritage and existing customers.
The Space Creative worked in partnership with strategy, innovation, and culture change consultancy Nourish Global to help shape a new strategic direction for the brand. The new direction is humanfirst, foresight-led and reframes the role of herbs and spices from mere supporting actors to catalysts of delightful taste expressions rooted in regionality and culture. It also recognises the passion for the cooking process itself, which is where the pleasure starts for discerning cooks.
Following this robust strategic phase of work, The Space Creative developed a brand proposition “For The Love Of Food”, developing creative concepts that would emphasise the romance and delight of herbs and spices, and tapping into the regional cuisines with which each ingredient is associated
Initially producing designs for Bart’s range of world cuisine-inspired spice blends, the concept has been carried across the range of over 100 products, encompassing A-Z herbs and spices, chopped, pastes, salts, peppers, and seasonings.
The logo has been freed from the constraints of a holding device, which mimicked a kitchen stove brand with its silver on black colourways, and now sits as black text on an off-white background with simplified horizontal brackets above and below.
The label is cleverly die-cut to follow the curve of the logo so that it breaks out of the straight edge, giving it purpose and elegance, while the copy appears to sit on a panel that is nestled into stylised illustrations of ingredients and scenery relating to each product.
Not only does the design system aid navigation in a busy category, but it allows Bart to elevate itself on a retail shelf largely defined by homogenous glass jars of powder. By alluding to historic spice routes and using colour and beautiful illustrations, it is a range that can be proudly displayed on kitchen shelves and spice racks rather than hidden away in the cupboard.
For more information on the design, visit The Space Creative's website or follow them on Instagram .