Pickle Company/ Case Study
VLASIC
Brand Identity, Illustration, Advertising & Brand Collateral
Vlasic Pickles, founded in Detroit in 1942 by Frank Vlasic and now owned by Conagra Brands, is known for its signature crunch and iconic stork mascot.
Before
After
Challenge
Vlasic’s look hasn’t changed since the 1970s, and to stay relevant and attract new generations, it needs to evolve.
Solution
My solution was to redesign Vlasic by honoring its history, simplifying the logo, and creating a more memorable brand system with a friendlier, more playful tone that better connects with modern audiences, while still keeping long-time fans happy.
Process
1. Brand & Market Research
Researched brand history, competitors, audience behavior, and cultural relevance to identify opportunities for evolution.
2. Consumer Insights
Conducted surveys and in-store observations to understand perception, shelf impact, and generational preferences.
3. Persona Development
Defined brand and target personas to guide tone, values, and audience connection.
4. Brand Positioning
Established a refreshed direction balancing heritage with modern humor and stronger emotional appeal.
5. Visual Exploration
Developed mood boards and explored logo concepts to modernize the stork while maintaining recognizability.
6. Packaging &
Brand Application
Designed packaging concepts and outlined advertising placements to strengthen shelf presence and digital engagement.
Why the stork?
Well, Vlasic introduced the stork in the 1970s as a playful twist on the idea of storks delivering babies, except this one delivered crunchy pickles, inspired by the post–Baby Boom era. That’s why the stork has to stay; it’s historical.
The Results
The result is a cohesive, modern brand identity that feels fresh and up to date while still honoring Vlasic’s history. The redesigned system brings consistency across all touchpoints, using playful visuals inspired by Jovny the Stork to reinforce the brand’s personality.
The final outcome is a friendlier, more engaging identity that connects with new generations while remaining familiar and welcoming to long-time fans.
Social Media
Instagram was selected to reach a new audience, as Vlasic primarily uses Facebook. This expands the brand’s presence across platforms.
Instagram Static
Tik-Tok Ad
TikTok was selected to engage younger audiences, using humor-driven content and direct links to drive traffic to the website and support online shopping.
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