John Morrell had been in business over 180 years so they were long overdue for an authentic and appealing update. John Morrell is a name brand associated with premium products, however they weren’t making much noise on the shelves due to the overcrowded market. Their brand was getting lost among the competition and didn’t speak to busy modern families. Sales had stalled and John Morrell realized that they quickly needed to add more sizzle to their brand.
RDG went to work assessing the category as well as local and national competitors. The brand is known for heritage, family and community, which was not coming across to consumers. They needed a more friendly and approachable look and feel.
We retained John Morrell’s heart icon but softened it by using a hand-lettered script. By keeping the logo as the hero and using contrasting colors, we were able to bring more substance to the brand and create a dynamic shelf popping look, successfully bringing the brand experience from shelf to kitchen. It paid off when the new packaging hit the shelves, exponentially increasing sales.
Tide Roadshow environmental
Bringing to life a story through branded experiences and hands on learning for retail customers.
RDG Rebrand strategy
With our 20th anniversary in the design business rapidly approaching, it was time for a rejuvenating new look that showcased our evolution of two decades.
Rebrand and revitalize the only dedicated sports commission that identifies, bids, acquires and manages sporting events in the Greater Cincinnati area.
RDG’s brainchild event for Design Week Cincinnati 2015, in partnership with AIGA Cincinnati to bring designers out for a conversation about beer, branding and design.
FFi Colorwheel App digital
Educating brands on color trends is imperative for P&G to continue as a market leader.
FFi Trend Book design
Create an appealing and educational tool to help visualize, understand, and sell global fragrance trends.
John Morrell strategy
Eye-catching branding for a company with a long history of curing high quality meats.
Employee Crossing strategy
Cutting edge branding for an innovative new company that transforms businesses from the inside, out.