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Hickory Farms, has been a Holiday institution since 1951. Times were a-changin' for the iconic brand and a facelift was in order. The challenge — to keep the existing brand recognition but move Hickory Farms towards a healthier more all-natural brand position in keeping with current trends and reminiscent of their farming heritage.

Role: As the senior designer at WWD&Sons I worked closely with the partners to craft Hickory Farms re-branding campaign. Driven by extensive market research we crafted a new company mission statement and detailed brand roadmap. As the lead designer I was responsible for turning the roadmap into reality. Projects included logo design, packaging, kiosk concepts, typography, style-guide, catalog and an ecommerce website.