On paper, our work for Ethel’s was simple: craft a more modern interpretation of the brand that prepared them for national exposure. But after sitting down with them we realized that they were entrusting us with a huge responsibility. Ethel was a person. A really special person. The brand is her legacy and her story lives on in the purpose, quality and care of everything they do. With that understanding, we created a brand manifesto that guided everything we did. Then carefully crafted hand-drawn typography and illustrations that bring to life the homemade goodness of the products themselves.
“We’ve been able to gain multiple new national grocers like Albertson’s/Safeway while continuing to expand regionally. The packaging for the singles has allowed us to enter new channels: airports, micro markets, convenience. Also allowed for expansion with current customers as a line extension with increased revenue by 30%. Overall as a company, we have had over 2x growth since launching the new packaging.” Marketing Director, Ethel’s.