Produced as part of an eight-month long brand overhaul for a company that discovered its products triggered powerful childhood memories for many Americans, and still had the brand power to bring families together. The aim was not to just give a fading company a new look, but to pave a path to the premium market. The rebrand was driven by a photography initiative, which featured Hickory Farms' products in an elegant and transparent way. This led to redesigning materials through all channels including direct mail collateral, email newsletters, and of course, the website.
