Heritage Foods

– Old is the New, New

Heritage is a branding concept for a meal kit service in a unique market niche. While competitors focus primarily on their offerings' low price, environmental benefits, and health benefits, Heritage emphasizes the taste of their Southern and Traditional American meals and taps into the nostalgia

of older consumers.

Heritage's brand system answers the challenge: how might we capture a time and place without resorting to “kitsch,” “retro,” or “vintage”? The result? a brand that rings true to its inspiration (1950s groceries), but cast in a fresh modern context.

Services

Branding

Illustration

Packaging Design

Date

October 2022

+ INFO

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TYPOGRAPHY & DISTRESSING

Heritage's branding emulates the charm of a local 1950s grocery or deli by replicating the kind of variation in typography and logo that might occur over several decades in a family business but maintains unity through the color palette and

copywriting tone. Inspired by the work of The Family Bros Studio and Annie Atkins, the visuals also incorporate the unique distressing of a variety of historical artistic techniques such as rubber stamping and hand-lettering.

ILLUSTRATIONS & ART DIRECTION

The illustrations combine more modern character styles with halftone shading and mild distressing to produce a familiar family who would look as at home on the packaging of a trendy DTC brand as they would in the comic

section of a 60s newspaper. Beyond hand-drawing, Heritage's imagery is also strengthened through the use of occasional accent photos of prepared meals chosen for the vibrant warm and cool tones of the food.

Next Project

DSBC

– Fostering Innovation and Tradition