Wish-Bone

Brand Refresh & Packaging

Wish-Bone’s transformation is a thrilling tale of design redemption.

Back in 2018, a well-intentioned but misguided redesign left them in the dust. The focus had shifted to the wrong priorities, with branding overshadowing flavor, and the label was more like a maze for shoppers. Sales plummeted a whopping 30%.

But then, in a whirlwind of creativity, we embarked on a mission with a new mantra: "All The Flavor You Could Wish For." We didn't just stop at words; we revolutionized the label, featuring mind-bending, gravity-defying ingredient tosses that burst with flavor, bringing our story to life.

In a mere two months, our fresh, exciting artwork hit the market, gracing the shelves in June 2019. This strategic pivot catapulted Wish-Bone back into the competition, not only recovering the 30% loss but also propelling us into a new era of growth. Sales surged by 4.3%, base velocity soared by 4.6%, and our distribution expanded by 1.8%. It's a story of redemption and triumph, where design made all the difference.