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Resurrecting a

108-Year-Old Brand

Brand Repositioning and Conceptual Packaging

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How do the simple acts of stirring pasta or pressing garlic turn into a magical moment? 

 

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What have iPads done to the cooking experience?

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Can a century-old brand be new again in the kitchen? 

Interconnective Components:

 

  • Brought a 100-year-old brand to life and made it relevant to consumers again.
     

  • Analyzed secondary research, conducted key stakeholder interviews and conducted brand essence workshops.
     

  • Developed the core essence values of Authentic, Purposeful, Fun and built a storybook to guide the brand.
     

  • New brand positioning led to numerous retailer engagements, including Wal-Mart and Family Dollar.

Partners:

Alchemy

Curiosity Unleashed:

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