Marion Kay by Luke Shuman

ASSIGNMENT
Rebrand Marion-Kay Spices.

SCHOOL
Taylor University

COURSE
Product ID

INSTRUCTOR
Ryan James

Approach

Marion-Kay needs lots of work. I tried to take a utilitarian approach — a lot of simplification and bold communication. I attempted to create memorability through consistent texture and icons and learned plenty about it in the process. I think I successfully created a launching point for a new brand that could do well on shelves.

Sketches and Process

I knew from the start that I wanted to maintain their wordmark and shield, separately. In various classes I began conceptualizing various looks, from blackletter to a touch of Bewitched. Ultimately I ended up drawing out letterforms loosely based on the mid-century sign/window painting vibe Marion-Kay had going on. I challenged my natural leaning and tried to use both hard angles and curving edges simultaneously.

Solution

Using triangles from the golden pattern seen throughout the new brand, I created a crown over the iconic ‘m’ to use as an alternate logo.

I am proposing a switch to aluminum packaging, but for realism’s sake, I created labels for the white plastic bottles Marion-Kay currently uses, to show that the brand still translates to what they have now.

These are magazine ad mockups spec’d out for Real Simple (part of the assignment).

Luke Shuman’s Website

Many thanks to our ADV @ UnderConsideration Partners