By David Gill
Jarden Consumer Solutions has put a new face on Crock-Pot.
The company has unveiled a new logo and packaging for the patented brand. The packaging presents a more contemporary look, with colors and icons intended to create an emotional connection with consumers, according to Meagan Bradley, global brand development manager for Jarden.
The packaging design includes an aroma icon that links the brand to the modern kitchen, and icons that highlight three elements of the Crock-Pot: the quart size, the number of people served and the pound size of a roast that can be cooked in the product. The color palette—which includes sweet potato, salsa verde, chili pepper, roasted capon, Merlot and blueberry—is geared toward creating a connection between the consumer and savory elements of cooking, Bradley said in an interview with HFN.
The packaging also uses a color-coding system that identifies special features to help consumers make the right choice in buying a slow cooker. Functions such as programmability and portability are spotlighted in this system.
This is the first rebranding for Crock-Pot since it was established in 1971.
“This is a global brand now,” Bradley said. “Crock-Pot was the original slow cooker, and slow cooking is enjoying a resurgence now. The rebranding is based on consumer research into how people shop for this category.”
Jarden worked with Hughes Design Group, a brand-consulting and packaging-design firm, on the consumer research.