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Redesign of a series of two labels of the same category: spices & seasoning. 

About Badía:

Established in 1967 by Jose Badía, Badía Spices is one of today’s leading family-owned Hispanic food companies. Badía manufactures, packages, and distributes spices, seasoning blends, marinades, sauces, teas, health items and other products to more than 70 countries around the world. 

Client Brief:

The client hopes to modernize the design so that it looks of higher quality. This new campaign will still retain some of its original design, but the new  design will be streamline with clear concise copy in order to increase brand awareness and demand of Badía Spices. The client wants a more fluid, attractive design in order to have more of a shelf presence, allude to a higher quality product, and create recognizable brand identity. 

Design Rationale: 

After analyzing Badía’s site and their entire line of products (specifically the spice section) they typically all share the same if not similar labels. Overall the current design makes the product seem generic and cheap when in reality it is a family-owned, organic food company. The top three priorities that are regularly consistent among their labels are: logo, name of spice in Spanish 

and English, and an image of the actual ingredient 

before it is crushed into spice form. 


While I want to retain these three qualities, I also hope to improve them. The logo is red and green but in some more recent designs, Badía has used it in a single color so I hope to implement this design choice as well. I don’t think the stark contrast of black type on a white background exudes the emotions typically associated with spices such as fresh, organic, or tasty as well as I believe the Spanish and english deserve a larger presence.

And finally, rather than showing an image of the ingredient before it is made into a spice I hope to resolve this by implementing an illustration that flows better with the overall design.

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