Miller's has been making its award-winning banana pepper mustard since 2002. Despite the accolades, a dated look and strategic design flaws made growth difficult. Hampton Hargreaves worked with Miller's to revitalize the brand and reinforce the sauce's unique spirit and versatility, helping it rise above the myriad of spicy condiments.
We began by creating a new logo for Miller's that would capture the sauce's bold flavor. Inspired by vintage seed packs, the typography's strong forms and angular serifs straddle classic and contemporary styles. A series of secondary marks provides versatility.
The packaging was completely rethought from shape to label. Miller's old jar was replaced with a bottle suited to pouring, promoting the sauce's use as a flavorful sandwich condiment. The additional height also allowed the product's brilliant color to shine through.
With label heights of only 2.5 inches or less, an understated, type-driven design was developed to ensure clarity and impact. Vibrant color fields provide quick flavor recognition. HH also developed new product descriptions and call-outs to provide buyers with some banana pepper education.
The label's typography evokes lettering of the early 1900s, with a focus on open, highly legible forms. Like Miller's ingredients, the style is simple and fresh. Subtle motifs provide just the right amount of spice.