Spice & Tea Merchants of Northville is a family-owned business that supplies a variety of tea leaves and dried spices to households across Metro-Detroit. When brick-and-mortar stores began re-opening their doors to the public after the bulk of the Pandemic, Spice Merchants needed a way to reintroduce their brand to a community hesitantly coming out of Quarantine.
Food is communication, fuel, and healing; and in a time where we were given the opportunity to slow down and taste our food, why not also take a moment to appreciate it. “Taste Your Way Around the World” was a digital campaign that encouraged conversation in, about, and around our kitchens and highlighted the global cultures that shaped them into what they are today.
Allowing the recent Quarantine to be our guide, we looked at the newfound hobbies that were adopted during this time. Many families who may have never stepped foot before in their kitchen, were now having to cook meals for themselves. Using this as a guiding star poised the Spice Merchants brand as an educator.
Spice & Tea Merchants of Northville already had a monthly e-publication for their customers, but “Sign of the Thymes” wasn’t being utilized to its full potential. A redesign of the layout made the publication easy to navigate, and filling it with useful content including new recipes, restock announcements, and Q + A’s not only turned their newsletter into a resource, but also brought in around 1,500 additional subscribers into their network.
Spice & Tea Merchants
of Northville, Client
Visual Identity
Art Direction
Campaign Concept
Photography
Copywriting
Illustration
Digital Media