After writing the blog post I composed this list of audiences and target markets
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The gift market
Selling my product as a high end range of spices with packaging people can re-use
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Specialist market
Spices that can't be bought at your local supermarket, directed towards those with a passion for cooking and possible cook as a profession.
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Family / Busy audience
An audience that possibly doesn't have the spare time to spend cooking meals from scratch but do enjoy the flavours and opportunities that spices bring to the table. This could include families, people with large work loads.
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Less confident cooks
Many people may not be used to cooking with spices and may have little knowledge of how to use them. I could exploit this market by promoting the products as a range that build up your confidence eventually meaning they can cook without the pre made spice packs.
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Quality Design
People who spend a lot of money making their kitchens look exactly how they want tend to be willing to spend a bit more money on something that will fit and work in their cooking environment.
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Passionate!
Spices are a specialist element of cooking, I need to remember that I am dealing with people who want to cook or want to learn how to cook! This ties in well with my periodic table of spices that will allow people to learn and develop their cooking skills.
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Simple / minimal packaging that appeals to an audience who appreciate good design and want something that will look good in their kitchen.
Packaging is adaptable to new products with the simple die cut and clear designing revealing the natural colours created by the spices.
The type also communicated to the same audience with connotations of quality.
Finally the clear packaging makes it easy to see how much is left in each product.
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Again minimalist themes allowing the buyers to see the product inside. More connotations of quality putting the product at the higher end of the pricing spectrum.
Whole spices deliver the product to an audience with the time to cook and prepare food, might not be as suitable to busy parents.
Has a very local feel with themes of nature using pastel colours. Look as if they would be sold at a farmers market? Again focusing further into a specific audience who care about the journey the spices have taken before purchase.
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These igo packaging designs are for a specialist range of spices that entice chefs and themes of gourmet food, with the structural design capturing the exotic mystery of the line of spices
Doesn't follow the normal clear packaging of the spices which although it builds a story of mystery it doesn't exploit the natural beauty of the spices inside and it makes it hard to differentiate between products.
Very specific audience - those who are passionate about food and cooking with spices.
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Reaches an audience with less time to prepare food, packaging stands out on the shelf with bright colour scheme and cardboard expanding the physical size and presence of the product.
Packaging also allows the products to be hung rather than places on shelves adding more points of sale could have a huge effect on the amount of sales the product achieves.
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Interesting concept following the gangster activity in Chicago in the 20's and 30's.
The product is definitely aimed more towards the gift market with its expensive packaging making it something that people wouldn't buy as an every day spice.
However because the product comes in reusable tins which make the price tag more appropriate - something I could consider for making me products!
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These pre mixed spices also have a focused audience, people with a passion for food but without the time to prepare meals from scratch.
The packaging stands out on the shelf and still allows people to see the contents and natural colour of the spices.
The designs also have recipes on the back with a list of ingredients again making the cooking process less stressful and time consuming.
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