Clever Spice Co.

Joseph Braxton approached me with a mission: to disrupt the spice aisle. Amidst the array of conventional-looking spice brands in grocery stores, he recognized an opportunity to veer where others were conforming. Together, we delved into the discovery process and meticulously crafted the design brief, which ultimately led us to a breakthrough moment—the birth of the name "Clever."

This was the missing puzzle piece that served as the foundation for everything we aimed to construct. Our intention was not to be so revolutionary that it alienated potential customers, but rather to stand out distinctively.

"Clever" is a term that embodies intellect, worldly sophistication, and innovation, all without appearing overly academic. Complemented by the tagline "Slightly Off-Center Spice Blends," I was confident that we had stumbled upon something that granted me artistic freedom to experiment with vibrant colors and captivating typography for the packaging.

After considering numerous packaging options, we finally settled on the smallest stand-up pouch feasible, complete with a convenient zipper. This choice offered an assortment of advantages in this context:

1. A Gratifying Opening Experience: The act of unsealing the stand-up pouch was designed to bring delight.

2. Optimized Spice Cabinet Space: By adopting this packaging, we spared you the annoyance of half-filled spice jars monopolizing precious storage.

3. Economical Shipping: Its cost-effectiveness for shipping was particularly advantageous for our direct-to-consumer business model.

The outcome materialized as a design framework that mirrors a brand committed to delivering an unparalleled experience and a medley of exhilarating flavors.