Logo, packaging, and activation was updated for a beloved brand providing snacks since 1933! The brand was elevated by leveraging it’s longevity, credit it’s Sweet & Salty invention, and telling it’s amazing story to an audience eager to be even more loyal. Inspired by it’s inception roasting snacks for Tiger Stadium in Detroit, baseball, hometown pride, and Americana dominates the packaging and brand. Oversized logo and product windows scream on shelf, “home” and “away” colorways dictate mixed or single nut products, and heritage-driven messaging make these packages hard to miss. Off-pack expressions of the brand is only blue and white and heavily inspired by American manufacturing and 1940’s nostalgia.