+ Project information — SPRD

SPRD Some Love

The Challenge

Breaking into a $10 billion category dominated by Kraft Heinz, Unilever, and McCormick is no small feat — especially with a handcrafted startup product. Kitchen Crafted set out to reimagine the classic condiment for modern consumers, creating a flavorful sandwich spread that was egg-free, clean-label, and undeniably crave-worthy. The challenge: develop a product and brand that could win over both natural food lovers and mainstream shoppers while claiming shelf space in an industry built on legacy names.

Our Approach

OGK® helped bring the vision of SPRD to life from the ground up — a name bold enough to trademark and memorable enough to define an entire new category. We developed the brand identity, packaging architecture, and flavor character system that balanced gourmet credibility with playful charm. Every label, illustration, and color cue was crafted to evoke freshness, personality, and approachability. Beyond design, OGK® supported strategic positioning, distributor decks, and retailer presentations to bring SPRD into natural food aisles nationwide.

The Outcome

SPRD carved out a space all its own — connecting with health-conscious consumers and earning placement in competitive grocery channels. Its bold identity and inventive packaging disrupted the monotony of the condiment aisle, setting a new standard for what an artisanal spread could look and feel like.

Takeaway

When creativity meets category disruption, even a spread can start a movement — and SPRD proved it’s what’s inside (and outside) that counts.