Back by popular demand,
By Linda Casey
As part of a marketing campaign highlighting 150 years of commercial pretzel baking by the Sturgis family, Tom Sturgis Pretzels (Reading, PA) refreshed its snack packaging this year with a colorful, modern look. Because of the brand equity at stake, the company took a phased approach to the project—starting with the introduction of four premium, artisan pretzel products.
These four new products would represent the pinnacle of five generations of Sturgis family bakers’ improvements to the recipe developed by family patriarch Julius Sturgis in the 1800s. Tom Sturgis Pretzels, which is now led by Julius’ great, great grandson Bruce, was confident that its specialized knowledge would make product development a slam-dunk. The company wanted the same certainty when it came to the products’ packaging, so it partnered with design agency William Fox Munroe.
Stop, look, imagine
“They hadn’t made changes in so many years, and I was getting the sense that we needed to make a dramatic change,” Tom Newmaster, partner at William Fox Munroe, explains. “We had to get them to take a step back, look at the whole line, and really think about how that new line would look on the shelf.”
To get the process started, William Fox Munroe collected images of competing packaged products in various markets. This also helped introduce package concepts very different from Tom Sturgis’ current glossy, windowed packaging with its little-boy brand mark. For years, the brand’s bags have encouraged consumers to look for the Little Dutch Boy icon. Although the brand mark depicted a youthful character, this illustration was beginning to show its age.
The design agency challenged the effectiveness of the icon as a simple drawing. “We asked, ‘Does this character represent your company?’” says Newmaster. “We explained that it could be a little friendlier if we brought it into the 2000s, and we showed examples of how other characters developed over time—Chester Cheeto, Mr. Clean, and the Trix rabbit.”
The brand mark was redesigned with a more realistic look, with warm flesh tones and blond hair. He also moved to the top of the bag’s front panel and got cozy with the brand logo. “They used to handle the Tom Sturgis text logo and the icon separately,” says Newmaster. “We made it into one unit that could be used just about anywhere.”
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