BRAND REDESIGN / PACKAGING / VISUAL IDENTITY / TYPOGRAPHY / LOGO

The american dream

With a desire to draw the eye of the younger snack market we brought to life the original St. Michael brand, giving it a new personality that would conjure up the past for a loyal and trusted customer base as well as appeal to a younger consumer drawn to all things retro.

HAND DRAWN TYPOGRAPHY

By repositioning the brand, moving it away from its former Britishness and embracing an American attitude, we made a connection with an American generosity, quantity and enduring snack culture whilst remaining simple and product-focused.
Big flavour is central to the brand. We expressed these ideas through large product photography, solid blocks of colour and robust type, and introduced the crafted, baseball-inspired character of a new St. Michael wordmark.