Design direction for the rebranding and packaging design for this Jewish American household name. Taking inspiration from their 130+ year history as well as referencing hebrew calligraphic details, we crafted a family of warm wordmarks to serve every occasion. An expressive typographic system hints at the cacophony  around the dinner table, amplified in motion. A welcoming illustrative style referencing New Yorker comics conveys sharing moments across generations. Wordmarks in collaboration with Simon Walker, illustration by Maria Milenko. Made at JKR New York, ECD Lisa Smith, CD Rich Greco.

Tags: Identity, Packaging

 All work © Sigurður Oddsson 2023