CENTRAL TO THE IDEA
This historic Canadian brand needed to refine what it stood for and reinvent its visual identity. Allen’s had fallen behind the times and it was affecting everything from quality perceptions to retailer interest.
CENTRAL TO THE SUCCESS
We focused on the independent streak in this family-owned company from Stayner, Ontario that insists on doing things the hard way - like using wine you’d actually drink in its red wine vinegar when they could use something cheaper. The old-fashioned principles of integrity and independence became our strategic path. The new design system we created uses an illustrative style that is unique in the category and allows us to differentiate skus that are for eating and cleaning. We knew the rebranding was a success from the first moment we heard excited reactions from retailers.