crossing into e-commerce

Hormel, owner of the Cure 81 brand of hams, ventured into the premium ham category via E-Commerce by developing a high-end line of Curemaster Reserve hams.
Curemaster Reserve added news to a relatively stagnant category by introducing new, artisan flavor varieties unique to the current competitive set as well as being the first Hormel brand to enter into the e-commerce space.

cremaster premium ham package design and brand identity strategy

curemaster reserve premium ham mail order package design and brand identity marketing strategy

simple premium quality

Smith Design was tasked with creating a design experience that worked across packaging, e-commerce, and product engagement.  It was important to leverage the small batch quality and heritage of the “Curemaster” to marry to the premium price point.  The new brand experience communicates is consistently executed across all touchpoint from the first interaction online, to the unpacking details of the ham.

all in the details

The unveiling experience includes customization of every last detail, right down to a packing tape that reflects a custom pattern for the Curemaster Brand.  Small details like the hangtag with quality information about the product, reusable cloth net bag and custom printed paper wrapping add to the overall consumer experience while reinforcing the artisan Master positioning.
curemaster premium ham netted and glaze package design materials, brand identity and advertising campaign strategy

curemaster premium ham package design materials, brand identity and advertising campaign strategy

a curemaster’s note

The recipient envelope with grommet fasten detail was an added detail, which included cooking information, a letter signed by the Curemaster Brian Hendrickson, and recipes for use of extra glaze.
curemaster premium ham marketing material design and advertising strategy
Notes from the Curemaster

other case studies