Resurrecting a

108-Year-Old Brand

Brand Repositioning and Conceptual Packaging


How do the simple acts of stirring pasta or pressing garlic turn into a magical moment? 



What have iPads done to the cooking experience?


Can a century-old brand be new again in the kitchen? 

Interconnective Components:


  • Brought a 100-year-old brand to life and made it relevant to consumers again.

  • Analyzed secondary research, conducted key stakeholder interviews and conducted brand essence workshops.

  • Developed the core essence values of Authentic, Purposeful, Fun and built a storybook to guide the brand.

  • New brand positioning led to numerous retailer engagements, including Wal-Mart and Family Dollar.



Curiosity Unleashed:

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