There’s no secret ingredient to winning big. For the team at Davis, it took a pinch of spicy language, a splash of eye-popping color, and the idea to leverage the equity of an existing app.

Our design of McCormick’s Flavor Maker collection of seasoning/topping blends earned Best in Class in the Package Innovation Design for E-Commerce category in PAC Global’s 2025 award competition.

Originally briefed as a packaging-only project for the 15-SKU range, our insights and approach were the catalysts of a fully realized brand identity, subsequent guidelines, and several campaign components for this direct-to-consumer offering.

Attracting new, younger home cooks to the seasoning category while influencing behavior beyond meal preparation, the collection’s unignorable aesthetic disrupts the McCormick portfolio, as well as the category at large. Owning and celebrating flavor in a unique way, it “crushes any of the conversations that other brands are having with their consumers about flavor,” says Davis Creative Director, Mark Roberts.

Adding to our recently acquired PAC hardware, Jordans Slow Baked Granola garnered an Award of Distinction in the New Brand, Food category.

Launching Jordans into the highly competitive US market required a convention-breaking design that would make it easy for granola lovers to recognize Jordans as being a delightfully different offering in the category.

Standing out at shelf, the US design is rooted deeply in visual storytelling. From the charming illustrations of farmers who grow each ingredient with care to the macro hero photography capturing the irresistible crispiness of the product, every element works cohesively to create a one-of-a-kind world that is uniquely and distinctly Jordans.

Award winners were announced on February 4th, 2025, in New York City at the annual PAC Global Futures Edge Summit. Attended by brand leaders, global agencies, and world-class package makers, this year’s installment coincides with PAC’s 75th Anniversary. Regarded by industry leaders as a rich opportunity to connect, collaborate, and share during two days of curated events that encourage the intentional and meaningful discussion of innovation, insight, and the future of design.

Congratulations to all competition winners, entrants, and to PAC Global for its 75 years of outstanding longevity. For more on the event and to view submissions, please visit: https://www.pac-awards.com/.

February 4, 2025