Logo Refresh

A Classic With Staying Power

First, we had to get their logo out of the ‘90s. Being a 74 year old brand, I wanted to a logo that looked like a modern update of a logo that’s been around for ages. The competition all has the same designs: a green or yellow circle with some text. For a logo that can be recognized from a mile away, I opted for a goldenrod and red color scheme with a hard-edged shape, and strong, legible text. The end result is a logo that might have been born on the side of a wooden barrel in mid-century America, but has stood the test of time and will continue to do so.

PhotoShoot

Pickles Worthy of a Main Course

I was thinking about a pickle that deserved to be the main course. “what if we elevated a Schwartz’s pickle to the level of a steak?” Using slate backgrounds and chalky distressed text, I created a look that evokes a classic butcher shop…for pickles. The next step was to come up with some shots that would showcase this concept, as well as some of the most popular uses of pickles in a menu. Working with a very talented photo team, We captured these beautiful photos. After mocking up the shots, directing the photoshoot and retouching, I had some stunning assets to build a new visual identity from.

Brochure & Sell Sheet

Beautiful Print Collateral

Now that we had a new, timeless logo, classy pickle-butcher-shop art direction, and some gorgeous photography, it was time to implement them into some sales materials. With the help of a copywriter, I designed this brochure and sell sheet leave-behind packet. The question of “how do we make Schwartz’s pickles the star of the menu, the premium pickle worth being proud of, the briny cucumber that will take your burger to the next level without breaking the budget?” had been answered, and Schwartz’s now has a new brand direction that truly represents what they have to offer.