MIRACLE WHIP Design & Branding MIRACLE WHIP REDESIGN by Turner Duckworth London

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Industry Sauces
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth London
Released May 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: KRAFT
Product/Service: CONDIMENT
Date of First Appearance: May 1 2010
Creative Directors: David Turner (Turner Duckworth: London & San Francisco)
Creative Directors: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Design Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Tanawat Pisanuwongse (Turner Duckworth: London & San Francisco)
Typographer: David Bateman (Turner Duckworth: London & San Francisco)
Production: Craig Snelgrove (Turner Duckworth: London & San Francisco)
Media placement: bottles - Supermarkets - 1 May 2010

Describe the brief from the client
Kraft challenged us create a design that would help drive reconsideration and create a connection with a new generation of consumers while ensuring long-time devotees still recognize and love “their” brand.

Describe the challenges and key objectives
Miracle Whip has long been an American institution, however, in recent years the brand has lost relevancy with younger consumers. Our key challenge was to revitalize the brand and attract new audiences without losing the connection to long-term consumers

Describe how you arrived at the final design

We looked to leverage Miracle Whip’s unique flavour in a packaging design that reflects its bold personality and visual heritage. The striking MW and bread slice logo creates a strong icon for the brand and provides a nod to the playful side of MW with its ambigram treatment.

Give some indication of how successful the outcome was in the market
Not applicable