Kessler Foods

A family food company with a fifty-year-old mark and a hundred products. A rebrand that kept what customers recognized and rebuilt everything around it.

Client
Kessler Foods
Sector
Food
Year
2018
Scope
Rebrand, packaging system, shelf labels
Duration
22 weeks
Kessler 1
Fig. 01

Kessler had a mark customers had trusted for fifty years and a hundred products carrying it in a hundred ways. The brief was not a new mark but a system that made the old one work.

What we did. The mark redrawn as a square with a quarter circle cut from one corner, keeping its silhouette and losing its inconsistencies. A packaging system of white cartons and sacks with one rule for the mark's position and one for the red band, so a new product is designed in a day. A shelf label family for the stores that carry the range.

What it changed. A hundred products moved to the new packaging over two years as stock turned, without a single customer complaint about the change. New products now go from recipe to shelf in six weeks.

Kessler 2
Fig. 02 The white carton family
Kessler 3
Fig. 03 A sack and a shelf label from the range
Kessler 4
Fig. 04 The guidelines open at the packaging rule