Branding
Monday May 3, 2021 By David Quintanilla
BrandOpus Helps Oscar Mayer Unify Portfolio In Brand Refresh | Dieline


Your scorching canine might need a primary and final identify, however Oscar Mayer isn’t nearly your wiener. The model additionally makes chilly cuts, deli meats, and bacon. 

The corporate has been within the meat recreation since 1883 and has grown right into a nationwide model from its midwestern roots. Quick ahead to at the moment, and Oscar Mayer finds itself seeking to create a extra cohesive model id throughout its portfolio of meaty deliciousness.

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The Wienermobile fanatics enlisted the abilities of company BrandOpus, which dipped into the 137 years price of name historical past to convey the identical playful power throughout the whole product vary whereas sustaining a definite id amongst their respective opponents.

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Emblem earlier than and after.
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The rhomboid brand is dynamic and serves as the identical stamp of high quality, and the signature yellow, used on Oscar Mayer’s packaging since 1927, is retained and used constantly on the whole line. Merchandise get grouped by colour—core choices like bacon, wieners, and bologna use crimson as a secondary colour, whereas deli-fresh meats sport a “clear” praise to the company yellow. Premium, choose cuts use a secondary, wood-grained black, and the pure line of meats make the most of a clear white. 

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Editorial photograph

The Weinermobile, most related to the model’s scorching canines and on the street since 1936, can be included into the entire vary of deli merchandise. A customized typeface that exudes pleasure replaces the beforehand disparate sort decisions. Lastly, a brand new tagline, “Maintain it Oscar,” a part of a brand new artistic platform by promoting company Johannes Leonardo, is used to showcase the whole vary of Oscar Mayer’s deli items.

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Editorial photograph

Preserving the enjoyable and whimsy on the core of Oscar Mayer, the brand new visible id and path make use of the deli agency’s lengthy historical past to tie the whole vary collectively in a cohesive method, leveraging essentially the most recognizable and beloved parts of the model with a crisp presentation.

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