case study


for the future.

The explosive growth in cooking at home offered massive opportunity for McCormick—but the brand needed to evolve to meet the changing consumer demand for freshness and transparency. 
Spicefire worked with McCormick to identify new opportunities in “Fresh Flavor Delivery” experiences. Starting with consumer insight mining and cultural shift analysis, we led a full end-to-end innovation and industrial design process.

With consumer co-creation and research along the way, we generated and narrowed ideas, leading ultimately to the commercialization of a fresh herb grinder.

The fresh herb grinder was not only one of the highest-testing innovations in McCormick’s history, it has won numerous product design awards and remains one of their key products today.
Cultural Shifts / Ideation Workshops / Pipeline Development / Product Concepts & Prototypes / Product Development / Consumer Research / Whitespace Opportunity
Our end-to-end process netted over 100 ideas for new product offerings focused on delivering fresh flavor. Co-creating with consumers, we designed, prototyped and engineered lead ideas until we had them just right.