Herb and spice giant, Schwartz is attempting to lure young people of the ‘can’t cook, won’t cook’ mentality into the kitchen with the launch of a range of single-serve seasonings next month.
Schwartz Shotz, which are scheduled to launch in supermarkets in April, feature packaging designed by Go Ballistic for a five-figure fee.
The single-use herb and spice servings are packaged in ‘radical’ bright, pyramid-shaped packets with the line ‘just shake it on’, designed to open up Schwartz to an 18-30 audience, says a Go Ballistic spokesman.
Eight varieties will be available: sweet Thai stir fry, garlic kick, spice it up, sizzling salmon, smoky BBQ pork, chargrilled chicken, cajun chicken and seven pepper steak.
Go Ballistic creative director Mark Mayo, who led the project, says he chose lively colours on a tetrahedron-shaped sachet to create maximum stand-out on-shelf.
‘Extensive use of hand-written fonts and simplistic illustrations help communicate vitality and speed and offer subtle food cues,’ Mayo says.
The packs feature the Schwartz logo on a small scale. The group debated whether to use the logo, as it was not initially convinced it would sit comfortably on the youth-style packaging, he adds.
‘The Schwartz logo is very conservative and Shotz is a real departure for Schwartz,’ says the spokesman.