Sixty years ago, a chef at a quaint café in Seattle, named after its owner, Marie Nordquist, realized he was onto something when customers were lining up for his new blue cheese dressing. It wasn’t long before Marie’s Salad Dressing was bottled for local retailers and eventually expanded with over 40 flavors available nationwide. Today’s desire for healthier alternatives and adventurous flavors led to the creation of their first sub-brand and, to help name and design the new line, they turned to Chase Design Group. The challenge for the Chase team was to look at how much had changed in the refrigerated produce section and deliver against relevant market trends. This new line is made with gourmet ingredients, with 60 calories or less, and without artificial flavors or preservatives.
According to Paula Hansanugrum, Executive Creative Director, Chase Design Group, “We developed the name, Marie’s Market Reserve, to evoke going to the market and selecting fresh, artisanal ingredients to create delicious dressings for meals.” Hansanugrum elaborates: “The overall design features hand-drawn illustrations, clean and modern typography, along with bright colors to support a fresh, gourmet feel. The flavor-forward design strategy emphasizes the premium, non-traditional flavors and the fresh ingredients featured in this line. Custom watercolor ingredient illustrations add to the handcrafted feel. The transparent bottle and shrink-wrap label allowed us to play with the layering of elements to help with shelf stand out and appetite appeal without sacrificing product visibility.”