Jumbofarms
Jeera
Two grades of cumin in the same 5 kg bag, told apart by one panel of colour and a single word.
Same bag, two grades.
Both bags are identical: the patterned red side panels, the Jumbofarms oval on a cream ground, Jeera in the same brown script, the bowl of seed on dark wood, the green roundels down the right edge, the moulded handle.
The grade is carried by a small ribbon above the name — Premium or Supreme — and by the colour of the field behind it, gold or teal. Two changes, nothing else.
A grade is a small difference, and the pack should say so.
Premium and Supreme cumin differ in cleanliness and uniformity, not in kind. A pack that redesigned itself between the two would overstate the gap and, worse, would break the shelf block that makes the brand visible in the first place.
It also keeps the range cheap to extend. A third grade is a ribbon and a colour, not a new artwork.
2 pieces of artwork.
