Inspired by Keen’s curry and mustard powders, the range is hoped to broaden the brand’s appeal to a wider audience looking for convenient meal solutions.
“With more and more consumers looking for ease and convenience in the kitchen, now was the time to elevate how Keen’s was showing up in the world,” says McCormick Foods Managing Director Paris Golden.
Branding agency BrandOpus Australia collaborated with McCormick on the range’s pack design.
The BrandOpus team were briefed to “boost contemporary relevance – tapping into the love Australians have of Keen’s, while extending it to play into cues of ease and convenience”. Said to be rooted in the brand’s unique heritage, the design plays homage to the story of founder Joseph Keen and his travels from Britain to Australia.
“With a brand so iconic to Australia, the new work pays tribute to simplicity and honesty,” says BrandOpus.
“At the heart is the old suitcase-inspired pack design, complete with Keen’s traditional iconography, elevated as a distinctive asset. The evolved colour palette with darker packaging not only offers a bold shelf presence to challenge the status quo, but also reflects the richness and strength of the Keen’s brand. The new look and feel demonstrates strong visual colour combinations not only through the graphic architecture but with flavourful, hearty food photography that takes pride of place.”
Commenting on the design, BrandOpus Managing Director Nikki Moeschinger says: “The Keen’s brand is so rich in history we were spoilt for choice when it came to telling the brand’s story through the power of design. I think most Australian’s have a soft spot in their hearts for the Keen’s brand and we hope this work helps to pass the baton to the next generation of Keen’s aficionados.”