Dewhaus’ Post

Return of the Mac • New Logo, Identity, and Packaging for Matheson Food Company by Wedge — 🧑💼 ABOUT THE CLIENT Established in 2024, Matheson Food Company is a food brand producing a range of pantry staples by Canadian chef, restaurateur and ‘The Bear’ actor Matty Matheson. The food company launched with products inspired by Matty’s childhood: BBQ Sauces, Salad Dressings, and Mac n’ Cheese. All recipes are created and tested by Matty himself, bringing his distinct personality and tone to every product.  • 🦸 FROM WEDGE “Our role and main challenge was to translate Matty’s vision into a lasting brand that reflects his signature: Bold. Punchy. Memorable. Flavor. A brand that is focused on the product, a system that can expand across various future categories, and a world that inspires home cooks everywhere to Cook Like A Matheson™.” • 🧑💻 BRAND NEW’S REACTION by Matt Hauke What I will say though, as a brand that leans heavily into the past for its visual inspiration, it still manages to feel contemporary. The website balances the two very well, with a bold and stark layout style and some cute animations which lets the products sing. Suffice to say I am digging this project a lot. We often associate food with our past, and this taps into that so well; creating a deliciously soulful identity, smothered in personality. — #reviewed #branding #identity #2024 #brandnewbyucllc #new #food #condensedsansserif #food #nostalgic #packaging #primarycolors #retro #vintage Link: https://lnkd.in/gDMH9r6r

A Case Of • New Logo and Packaging for Munchies by Vocabulary — 🧑💼 ABOUT THE CLIENT Launched in 2024, Munchies is a new range of snacks in Canada that include potato chips, tortilla chips, and popcorn. For some, this might be a strong crunch of nostalgia as the Munchies are actually quite old, having first appeared in 1981 as the mascots for Hostess Potato Chips, a popular brand of chips in the 1970s, ’80s, and ’90s, spurred by a partnership between Hostess and Frito-Lay, before they were discontinued in 1996 and rebranded as Lay’s. Munchies has been brought back (or more like introduced anew) as its own brand by PepsiCo Foods Canada and its subsidiary Frito Lay Canada with six, permanent flavors, two of which are a nod to the original Hostess versions — Tangy Ketchup and Old School BBQ potato chips — along with Chili Cheese Stampede tortilla chips, Supreme Sour Cream and Onion tortilla chips, Cheeky Cheddar popcorn and Deliciously All Dressed popcorn.  • 🦸 FROM VOCABULARY “Many Canadians will recall Hostess chips, from the 80s and 90s, featuring the Munchies on the bag. The launch of the Munchies chips in 2024 will connect generations, bringing back fond memories of the good old days and feelings of wonder and joy.” • 🧑💻 BRAND NEW’S REACTION Overall, this is a fun product with a fun origin story and a fun introduction effort. At a time where niche consumer products and DTC brands are sprouting everywhere with sophisticated and sometimes esoteric designs — see every brand covered on Snaxshot — it’s almost a welcome change to see something more mainstream done with conviction (and budget) to appeal to a broader audience with more simple, wholesome, and tried-and-true design approaches and marketing ploys. — #reviewed #branding #identity #2024 #brandnewbyucllc #new #consumerproducts #angle #canada #chips #dropshadow #illustration #mascot Link: https://lnkd.in/g385TyjW

Fun Food Nation • New Logo and Identity for José Andrés Group by Mucho — 🧑💼 ABOUT THE CLIENT (Est. 1993, previously Think Food Group) “The José Andrés Group of restaurants has a singular mission: To Change the World Through the Power of Food. Every endeavor is driven by the importance we place in this driving purpose as well as our core values. The diverse array of restaurants that make up José Andrés Group span cuisines and cultures, price points, and service styles. From two 2-Michelin-starred restaurants to game-changing small plates restaurants to fast-casual eateries and a food hall, the company offers unparalleled culinary experiences for every taste. Our restaurants serve a wide variety of global cuisines, including Spanish, American, Mexican, Greek, Peruvian and beyond, each one telling the unique stories gathered by José and the José Andrés Group team through years of travel, research, experimentation and inspiration.” • 🦸 FROM MUCHO “Transitioning to the José Andrés Group symbolized a pivotal moment in this strategy, marking a shift that aimed to capture the essence of José’s impact more accurately. This move was informed by a desire to articulate a brand that is as dynamic and multifaceted as José himself, capable of inspiring and uniting people around the power of food. The revitalized brand identity, incorporating the dual exclamation marks (¡!), reflects José’s vibrant spirit and homage to his Spanish roots. This design choice, alongside the collaboration with music producer Javier Limón for an audio logo, infused the brand with a sense of energy and innovation.” • 🧑💻 BRAND NEW’S REACTION There is not much in actual application but, overall, this strikes a good balance of portraying the business side and food empire breadth of the group while also conveying the bold, loud, and engaging personality of chef Andrés. — #noted #branding #identity #2024 #brandnewbyucllc #beforeandafter #corporate #blue #chef #exclamationpoint #food #proprietarytype Link: https://lnkd.in/gb7f69qw

I was listening to a podcast recently where someone had unearthed some tinned meat from the Second World War. Obviously intrigue got the better of them, and they opened the can to check the contents which was pretty brave! – surprisingly, they described the contents as "good enough to eat" Now, whilst tinned food is designed to stand the test of time, the same shouldn't be said for the branding on them. Take this a rather bizarre example of tinned meals designed for people clearly into early 60s cowboy films?! So unless you're planning on having John Wayne round for dinner, this may not be the brand for you. Tastes change and consumers change. Their needs are constantly shifting because of external factors. Brands have a duty to meet these needs and remain relevant. If you don't stay relevant, then the consumer will always look for an alternative. #BrandDesign, #PackagingDesign, #Packaging, #Marketing —————————————— If you like this post then subscribe to my monthly newsletter. The aim of this is to give advice to brand owners and marketeers who are looking to make their branding & packaging design more relevant. 👉 https://lnkd.in/ep3uG9kv —————————————— Click the 🔔 on my profile to stay up to date and/or share with your network. ——————————————

Thingz are not Always what they Seem • New Name, Logo, and Identity for Wild Thingz by How&How — 🧑💼 ABOUT THE CLIENT Established in 1989 as Just Wholefoods, Wild Thingz is a brand of organic gummy sweets launching in 2025 in the UK. Although I may be wrong on this, it seems that Just Wholefoods is continuing on its own and Wild Thingz — spearheaded by Fliss Newland, a former Mondelez executive and ex-managing director of Just Wholefoods — is more of a spin-off that builds on the former’s gummy offerings that were part of its product range that included nearly 20 vegetarian, plant-based products, originally created by Anne Madden and James White. As its own brand, Wild Thingz will launch with low-sugar, organic, free-of-artificial-ingredients, plant-based gummies in three flavors — Zesty Pests, Fruity Flyers, and Gummy Grubs — and promises “less junk, more punk”.  • 🦸 FROM HOW&HOW “The industry was calling out for a challenger. A category-defining brand that has the ingredients of a saint, but the energy–and shelf appeal–of a sinner. How&How wanted the brand and product names to say organic, but with a rebellious twist. This is a world where kids can be kids and parenting doesn’t always have to look perfect. They gave the brand a voice and an opinion: rebels with an anti-artificial cause. The messaging calls out the category for containing so much crap. Think punk not junk.” • 🧑💻 BRAND NEW’S REACTION Overall, this is definitely a category-defying identity and packaging but one that doesn’t feel alienating or not fun for kids in a way that most plant-based sweets are, as Wild Thingz sort of usurps the bombastic and in-your-face tone of other not-as-good-for-you candy brands to fulfill its own plant-based mission in a memorable way. — #reviewed #branding #identity #2024 #brandnewbyucllc #beforeandafter #consumerproducts #green #illustration #lettering #packaging #snack Link: https://lnkd.in/gKPuTx9c

#TheApprentice week 10 and after the double firings last week, this episode Phil Turner makes his last stand as it all comes down to vegan cheese. As you'd expect the puns come as thick and fast (a little cheesy at times ? 🧀 ) as Lord sugar moves Tre Lowe to stack the deck a little for Phil’s team. Alternative Title: Everything’s going to brie alright (unless you are Team Supreme)… Whilst Phil is ordained PM, on the other team Rachel Woolford once ate vegan cheese which proves to be qualification enough to take the helm as her team heads towards curry cheese and the other team towards truffle. 'I wouldn't want their role' of the week award goes to: Foluso Falade, who is left writing, performing and singing the proverbial theme-toon for this task… as she takes on branding, logo, video and product naming. And yes that was a Little Britain reference. 👀 Key observations this week: Naming: iPhone. Innocent Smoothies. 7Eleven. All strong brand or product names that stand out in their market and, equally, say what they do on the 'tin'. Scrumptious spreads and big softie didn't really say anything. Margarine and a toy range? Videos : A viral video is hard to create. It needs novelty . It needs a hook. It needs…. Well something. Maybe hit up Leigh Stallard next time? Branding: The best brands will stand out in an exhibition hall or on a shelf . Bold colours, bold writing, strong messages. When you build a brand you are building something that people will connect to. Marketing : Alignment between product, market and sales are key. One message, one story. Oh and it also helps to show your product... Pitching: ABC’s of pitching. A- Always know your product & story. B - Be passionate in your delivery. C- be Concise and Clear. The best pitchers could sell anything. 📓 What I learned : 🍛 Curry cheese? As Dr. Ian Malcolm/Jeff Goldblum once almost said: "Your Team Were So Preoccupied With Whether Or Not They Could, They Didn’t Stop To Think If They Should" 😱 I've said it before and I’ll say it again, a year without Apprentice candidate logos can’t come soon enough 🎙 Florence Edwards has proven she has a lot of talents across this show but rapping is not one (but at least she tried) ❓ “It’s, urm, new” is not a mark of hallmark of quality 🚌 Anyone get the number of the bus Phil checked Flo under… 🎟 If you see Phil on the street rub him and then rush to buy a lottery ticket. 🎭 Steve Darken admitting " I’ve lost my train of thought" was like the time I lost my words in a Shakespeare play and went with ‘forsooth my words have forsaken me’ 🧀 I've been vegan over a year now and the last thing vegan cheese needed was this episode. Were the right people fired? ✔ Foluso Falade ✔ Steve Darkin Next week: Claude and the gang return for the dreaded (yet always entertaining) interviews #vegan #sales #branding #pitching #leadership

Let's play a game If I say the words food designer... What comes to your mind? Maybe some sort of fancy baker, who creates beautiful cakes. And you cannot be more wrong. But don't worry, for us it was the same. So we did what anybody has to do when you do not understand. We asked! And we asked the best person possible: Sonia Massari, food designer, researcher and lecturer on food design. Her answer on what a food designer is what will help you understand how they can be decisive to change the food system In just 10 minutes! We all play an important part in changing the world. And understanding each other is key for that. Have a nice day, Andrés ________ P.S: Choosing a short part of this podcast was really hard. The conversation with Sonia has so many insights that I can only recommend you to listen to the whole thing! #fooddesign #foodsystem #foodindustry #futureoffoos

A Drop Shadow of its Former Self • New Logo and Packaging for Kit Kat by Sterling Brands — 🧑💼 ABOUT THE CLIENT (Introduced 1935) “Kit Kat (stylised as KitKat in various countries) is a chocolate-covered wafer bar confection created by Rowntree’s of York, England. It is produced globally by Nestlé (which acquired Rowntree’s in 1988), except in the United States, where it is made under licence by the H. B. Reese Candy Company, a division of the Hershey Company (an agreement Rowntree’s first made with Hershey in 1970). The standard bars consist of two or four pieces composed of three layers of wafer, separated and covered by an outer layer of chocolate. Each finger can be snapped from the bar separately. There are many flavours of Kit Kat, including milk, white, and dark chocolate.” (Wikipedia) • 🦸 FROM STERLING BRANDS INSTAGRAM POST “The renewed brand identity celebrates the crispy, creamy taste of Kit Kat, activating the brand with the upbeat, kinetic energy of Kit Kat’s iconic “break”.” • 🧑💻 BRAND NEW’S REACTION Overall, it’s a solid evolution that maintains everything that is recognizable about the brand and builds on the growing appreciation of nostalgia as it adopts a design reminiscent of simpler, more innocent times. — #noted #branding #identity #2024 #brandnewbyucllc #beforeandafter #consumerproducts #chocoloate #dropshadow #evolution Link: https://lnkd.in/gj54gfwY

Does #personalbranding make you cringe? Me too, and I think I finally figured out why. . . . Everyone in the world recognises the McDonald's brand, the golden arches are globally iconic. How are the burgers? You don't go to Macca's for a quality burger, you go for quick, cheap and easy. So my #personalbranding question is... do you want to build golden arches or do you want to be known for delicious burgers? . . . I wear a fancy hat and I'm compulsively contrarian... that's my golden arches... people point at me and say... "typical creative, lol". But the hat needs to be backed by something, otherwise I'm just another jaded hipster. What's my burger? This is where I point to my book APPLIED CREATIVITY, unpacking my theory of universal creative skill sets. That I can draw on over 20 years of acting experience, including successfully optioning projects to Netflix and the BBC. That I ground out 10 years of designing L&D scenarios and a shot a portfolio of over 1,000 street photographs (you may have seen a few). The point is, I've a prolific body of creative work, extensive experience training creative skills and feel I know what I'm talking about when I challenge assumptions on creative process. People see the hat first and think... 'creative'. In reality, I built my burger first... 'creative and delicious'. Branding is great, branding is important, but in the #personalbrand world I'm seeing a lot of slick storefronts with no menu. Good food doesn't need a personal brand, it crafts its own reputation. What's your take on #personalbrand or am I being overly contrarian again? - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Call me Chris... I drink espresso, design disruption and co-host the Professional Misfits podcast.

Wat’er you Waiting For? • New Logo and Identity for Open Water done In-house with F&B Happy — 🧑💼 ABOUT THE CLIENT Launched in 2014 (originally as “Green Sheep” before being renamed in 2016), Open Water is a brand of ultra-purified still and sparkling waters, packed in 100% recyclable aluminum bottles and cans — one of the first to pioneer the canned water category. Co-founded by Jess Page and Nicole Doucet, the duo began working on the product while undergrads at the University of Miami and pursued the business straight out of college as a direct response to the increasing dangers of plastic water bottles and ocean pollution. Available in mayor retailers like Whole Foods, Fred Meyer, and City Market, Open Water has taken a less traditional approach to entering the market through key partnerships that have led to being the official water company for The Oscars, Chipotle, and the new Intuit Dome NBA arena as well as being sold in zoos and aquariums. As the first water brand in the world to become Climate Neutral Certified it has eliminated over 100 million plastic bottles since its founding.  • 🧑💻 BRAND NEW’S REACTION Overall, a really strong evolution that makes Open Water look and feel more confident as well as more fun and comfortable in its own skin now that the canned-water category has hit its stride and become more embraced by the public, so it doesn’t have to fight so hard to convince people this is the right choice. Now, it’s the fun choice. — #reviewed #branding #identity #2024 #brandnewbyucllc #beforeandafter #consumerproducts #blue #inhouse #packaging #script #water Link: https://lnkd.in/gVrt8Gc6