Maintain brand equity and heritage during a new formula introduction
Challenge: Create a package that maintained the strong company brand equity and heritage to introduce a new, modern and simpler ingredient deck for baking mix.
Solution: We reached into the archives at CH Guenther and Sons for inspiration and photos to capture the century-long company heritage. A light craft background and new "Simple Ingredients" sub-brand solidify the brand position.
"Brand refresh is truly successful when it maintains the best of the current equity and brings the brand into a new and current marketplace."