Packaging system design for Hedley & Bennett's first line of consumables: a series of expertly composed spice blends that bring bold flavor to your kitchen with ease.

The brief was telegraphic. Make the product impossible to miss. Inspired by the compositional logic of artworks by Ed Ruscha and Ellsworth Kelly, each blend's flavor profile is directly represented through color-blocking on box and jar. A system that reads immediately on screen and holds its own on a crowded retail shelf. Bold, flat fields of color do the heavy lifting. Typography is kept tight and functional. The result is packaging that communicates flavor before you read a word.

Illustration by Akiko Tsuji. Designed for people who cook seriously and shop the same way.