The looks-good, tastes-great theory only works if both are true.

The sweet taste of Sicily comes to life in every jar of Mid’s pasta sauce, yet the company’s shelf presence camouflaged the product. By exploring designs that made a variety of brand levels visible, we helped the Mid’s team decide how to position the product for the desired consumer reaction – and price. A simple but strong design made Mid’s a high-end brand. We also developed a coordinating brochure/pocket folder (an award-winning piece) that extended the new branding to the trade level. The same great taste with a powerful new brand led to sales that shall we say, mushroomed.