When I started at Hickory Farms, one of the first projects I led was the rebranding effort. The old branding lacked personality and there was no differentiation between flavors and product type within the component packaging. I partnered with the brand agency, Sterling to develop the brand strategy, purpose, positioning, and the brand guidelines. I provided creative direction of new logo, visual identity, and brand voice. I oversaw implementation of new branding across all points of contact including ecommerce/digital, video, packaging, print, retail, and corporate identity.

The new logo has a more modern look & feel with cleaner typography, fresher color, and a simplified barn, but it is still true to the brand’s identity and heritage.