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Mingle Seasoning

Brand Identity
Brand Strategy
Brand Positioning
Art Direction

Mingle has taken the seasoning aisle by storm, the all-natural seasoning has shaken up the category and is ready to spread its ingredients across the world. After many years of success as a category disruptor in the Australian grocery food aisle, Mingle decided it was time to grow up and evolve the brand for future (home) Chefs. The challenge? Elevate the brand, its perception and strengthen the brand recognition across all 40+ products (and counting).

The challenge was to reimagine the brand and tell a story through the lens of the natural seasoning product in a very 'Mingle' way. And that's where we started, by defining the "mingle brand". After a series of discovery workshops, collaborative think tanks, and testing, the brand's DNA and flavours were set.

We had a bold vision for Mingle beyond the product from the moment we met with Jordyn and the team. We were inspired by their enthusiasm and passion - it’s that exact feeling we wanted to capture in the brand.

The in-store experience and shelf presence were both critical to their retail strategy. How can we create a "Mingle" experience on shelf, make it more visible but let everyone know it's still their favourite seasoning product, with just a bit of a shake-up? Mingle worked with our retail experience and utilised the relationship formed over the years with their key retail partners to help identify how the packaging can play a key role in generating the cut-through at store level.

Our design team began the process of determining the brand's distinctive assets. Mingle's brand assets became the foundation of our packaging design strategy and we established a new and evolved identity system.

We wanted to honour the brand's heritage by retaining its core assets as part of the system. We used them as a foundation to help define the visual language.

Beyond the identity system and packaging design, we extended the brand experience across other mediums to tell the story and keep fellow minglers….mingling. We've created a series of brand collateral and assets that help express the Mingle brand.

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