Redesign spices up seasoning's image

By switching from glass jars, the traditional vehicle for spices, to a 300x200 composite can from Sonoco (Hartsville, SC), Restaurant LuLu in San Francisco was able to project a more upscale image for its spices.

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The spices, used at the chic restaurant, needed a package that captured the quintessential gourmet style of the cuisine. Leslie Wilson, director of marketing for Restaurant LuLu, says in the spice business, presentation is everything. “Glass jars look too average—like any other herb or spice you’d find in a supermarket. And our customers don’t want ordinary. They come to us for the extraordinary, whether it’s the flavors of our seasonings or the look of our packages,” she says. “We liked the can’s shape and the earthy, natural feel of the materials. It’s an unusual package that projects the upscale, out-of-the-ordinary image we seek.” The can is spiral-wound of two plies of 100% recycled paperboard, a low-barrier liner, and a label. One of the can’s more distinguishing features is a metal top that slips over the top of the can. The label, designed by Spotted Dog Graphic Design (San Francisco, CA), is printed flexo in a warm combination of yellow, white, and purple. The spices are available online and in the restaurant for $5.25.

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