Turner Duckworth Refreshes Newman’s Own

Acclaimed actor Paul Newman and author pal A. E. Hotchner based Newman’s Own in 1982, launching with a salad dressing primarily based on the one they’d put together and reward to family and friends. 

That superstar dressing turned out to be legit special, not simply due to the style but additionally as a result of 100% of Newman’s Own post-tax income go to charity by means of the Newman’s Own Foundation. Newman’s Own has since expanded into different meals classes, corresponding to pasta sauces, frozen pizzas, and cookies like the favored Newman-Os. To date, Newman’s Own has donated $600 million to charities, primarily these supporting children dealing with adversity.

After 40 years, Newman’s Own felt it wanted to refocus the model and turned to the gifted of us at Turner Duckworth to contemporize the model, intending to attach with a brand new era of shoppers whereas introducing them to its philanthropic drive.

The new branding drops the country search for a extra crisp, fashionable really feel that emphasizes Paul Newman and the model’s charity mission. The minimized emblem drops parts like banners, elements, and scenic backgrounds. Instead, strong colours are used, and textual content, in up to date typography, is flattened and enlarged. It’s onerous to think about making Newman extra good-looking, however Turner Duckworth provides him a glow-up within the new branding. “Let’s give all of it away” is included within the emblem alongside the underside.

Newman’s Own’s refresh drops all of the themed costumes on The Stingactor, with Paul Newman sporting the identical chef’s jacket throughout the model and packaging. Ingredient illustrations are up to date and convey the identical premium high quality commensurate with Newman’s Own’s repute. The “100% Profits to Help Kids” is stored within the model refresh, however as an alternative of a comic-like font, the message makes use of a typeface extra complimentary to the brand new emblem, and the center holding “to” is stored.

“There’s merely no different meals firm on the earth that’s ever dedicated to ‘give all of it away’ as Newman’s Own has performed for the final 40 years,” stated Nicole Malcolm-Manyara, CMO at Newman’s Own, in a press launch. “Our purpose with this head-to-toe refresh, which features a new emblem and vibrantly illustrated packaging, is to interrupt by means of on cabinets and join shoppers to the impression they’re making after they buy our merchandise. We are excited to see the intense new packaging rolling out now.”

Roll out of the Newman’s Own model refresh is underway now.

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Images courtesy of Turner Duckworth.