Meredith Godwin-Kresge
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Starwest Botanicals




THE CHALLENGE

Starwest Botanicals, a heritage holistic brand based around herbs, cooking spices, and oils, came to us in order to facilitate more of a direct connection to their consumer and wholesale base. They were looking for a refreshed modern platform and approach, brand expression, and an overhaul of their visual identity and packaging system. 

THE SCOPE

  • Visual Identity

  • Packaging

  • Photography

  • Art Direction





THE PROCESS

The objective was to infuse the unbeatable reputation of Starwest’s products and support and to honor the legacy of the brand while inspiring new and current customers to explore not only their current options but completely new products that they might not have connected with before. 

A systematic overhaul of packaging and visual identity made the brand more modern and visually accessible to consumers while producing a welcoming and more environmentally friendly effect.






Through the strategic process we were able to identify core consumer groups, overall stakeholder positioning and a dynamic system to group and contain their wide range of products of over 2,000 SKUs. The outcome honors the past and looks boldly to the future.


A robust brand guideline was built to help guide the brand through the foundation that makes them “them.” This included tone and voice, customer base, architecture, personality benefits, as well as visual elements including logo, color palette, and typography. 

The new mark honors the original structure while bringing it into the modern era. The established year was also integrated into the mark to cement the legacy of the brand.

A dynamic color-based system was created to group the multitude of products into bite-sized categories. These categories helped ground the brand and provide a pop of color on each packaging SKU. An icon system was also developed to help categorize the products and included NON-GMO, wild harvested, purity tested, and gluten free.






FINAL PRODUCT
The final outcome was a family of products that, regardless of packaging structure, felt like a family. A new product shoot showcased the most integral element, the product, in a way that Starwest had never done before. New conventions met old traditions in a space that elevated the brand and invited new customers to become a part of the Starwest fan base. 






AGENCY: Clever Creative
ROLE: Art Director / Lead Designer
Select photos courtesy of Starwest Botanicals