Make Anderson's Maple Syrup Fashionable by Extending Its Usage Beyond The Breakfast Scene.
Concept Overview
Anderson's current brand position lacks clarity; consumers are uncertain about where it belongs in the sub-category. The logo is illegible; there is a lack of clear visual hierarchy; the color palette fails to convey the organic, pure quality of the product. The product line lacks visual coherence. Moreover, there is a slow growth in the maple syrup industry due to a narrow demographic base.
Outcome
Our goal is to make maple syrup fashionable by extending its use beyond breakfast. Recognized as one of the purest forms of sugar, maple syrup has untapped potential. We reposition Anderson's as a luxurious option for gourmet cuisine and craft cocktails. Deliverables include market research, brand research, and an overhaul of the logo, packaging design, color palette, typography, and materials.
Before & After
A cohesive family of products was crafted to foster brand familiarity and reflect our commitment to consistent quality across the line. Maple wood lids enhance the perceived value, while an updated color palette and graphics evoke an enchanting nighttime forest of maple trees. Accents of gold signify status, underscoring the exceptional quality of our maple syrup.
We extended maple syrup usage beyond the breakfast scene — bringing it into the night scene.
Original and New Logo
The logo type, based on WTC Banger, captures the timeless essence of traditional wood type printing, projecting boldness and strength that aligns with Anderson’s character. Enclosed within a rigid box, it represents the constraints that have long confined maple syrup. A subtle corner cut, inspired by the angular form of maple sap spouts, introduces a sleek, modern edge—symbolizing a break from tradition as Anderson’s Maple Syrup steps into new territory: the nightlife and cocktail scene, finally setting the maple syrup free.
New Logo
Materials
Glass
Maple Wood
Beeswax
NEENAH Environmental Paper, White Smooth
Compostable Cellulose Film
PLA
