The Challenge
Aurora Foods had exceptional products but a visual identity that failed to communicate quality on crowded grocery shelves. They needed a system that felt organic yet premium — approachable without looking homemade.
Our Approach
We started with positioning workshops to define their voice: warm, honest, rooted in real ingredients. The visual system uses earthy tones with a custom serif logotype and hand-drawn illustration accents that differentiate each product line.
Packaging was designed for both shelf impact and e-commerce thumbnails. We delivered a 40-page brand guidelines document covering typography, color, photography style, and tone of voice.
Results
Within one quarter of the rebrand launch, Aurora reported a 40% increase in shelf recognition in blind tests and secured placement in two major regional grocery chains.