Cleve’s Label Design and Packaging System

The seasoning aisle is crowded with products that rely on the same visual language— busy and overcrowded labels confusing consumers. If they can't find what they want from 5 feet away and within 5 seconds, we've lost them. It was not hard to create a label for a seasoning as good as Cleve's; Apart from Kinders and Hardcore Carnivore, I found the seasoning aisle to be lacking with clean, compelling packaging that told a good story about the brand and the ingredients. I knew what we were offering was special. An incredibly delicious all-purpose seasoning that was also low in sodium. The original label was overwhelming: a bucking mascot kicking a conversation bubble, a texture that was not scalable, too many fonts and design elements to count-- I had to shield my eyes when I first saw it. Not to mention we couldn't put the word "ass" on a label when our sites were set on taking up shelf space at major retailers. If we wanted to attract the Millenial male with discretionary income who was both classy and cowbow, I knew we had to elevate this brand while still being approachable. I also knew we had to bring some of the original elements that made Cleve's so iconic. So I imagined the the mule in an etching style and situated it over the red star--a nod to it's Texas roots--creating a distinctive and memorable icon that embodies the spirit of confidence, tradition, and bold flavor. The mark serves as the foundation of a packaging system designed to feel authentic, approachable, and unmistakably Texan. A clean white label creates strong shelf contrast, allowing the brand to break through visual clutter while giving prominence to bold typography and flavor names. It's easy to find for the busy woman whose husband has sent her on a seasoning hunt. Each seasoning variety is differentiated through a unique color palette and descriptive personality, creating a cohesive family of products that is easy for consumers to navigate while maintaining strong brand recognition. The result is a scalable packaging system that transforms a commodity product into a recognizable brand, delivering a distinctive shelf presence while establishing a foundation for future product growth. When I tell you I use this seasoning multiple times a week and my family enjoys it equally that much, I'm not kidding. Not only is the desgin A+, but so it the taste. It's the only kick you'll ever need. *disclaimer. I did not create the website :) *