OVERVIEW OF THE CHALLENGE
When J. Skinner® Baking first approached DePersico Creative to revitalize its brand, they were a little-known wholesale company providing danishes and sweet rolls for in-store bakeries. The brand was ready to grow into a premium retail brand sold in grocery stores across the country, but it needed fresh new packaging and consumer interest to make it happen. That’s where our role began.
NEW POSITIONING, IDENTITY, AND LOGO
The original J. Skinner® branding was old-fashioned and minimal, and we needed to find a way to make it stand out in the bakery section. To create a new premium and modern brand identity, we designed a brand-new logo. Our team used an organic brown background with lowercase white script that appeared handwritten to convey a modern and elegant feel. Then, we moved on to product positioning.
We started by asking a few important questions: What would consumers get from J. Skinner® pastries that they couldn’t get from competitors, and how could we communicate what the consumer would experience from the product? Once we had the answers, we began brainstorming ideas for J. Skinner®’s new packaging.
Before Design Refresh
Newly Refreshed Logo Design
PACKAGE DESIGN
We wanted J. Skinner®’s package design to increase shelf appeal and create cravings while consumers shopped in the store. We decided on a simple yet effective label with a see-through panel to show shoppers the product and a professional product photo to showcase what’s inside when you cut it open. Our team used creative linguistics to share compelling details about each product, like its 100 layers of authentic Danish and enticing features (“smooth, dreamy, and delicious.”). After adding mouthwatering names for each pastry, we were ready to help J. Skinner® launch their revitalized brand.
INTEGRATED MARKETING MATERIALS
To generate interest in J. Skinner®’s new retail branding, the DePersico Creative team designed several integrated marketing materials.
CONSUMER & TRADE ADS
Our one-page ads told grocery stores why they should stock J. Skinner® pastries—our new product design and the brand’s unmatched quality would help increase traffic and sales.
POINT-OF-SALE-ADS
Our in-store ads used bright colors, snappy copy (“Say Cheese”), and irresistible product photos to encourage shoppers to give J. Skinner® products a try.
CLUB STORE PACKAGING & LINE EXTENSION
We created fresh package designs to inspire trial of two new J. Skinner® products: Drury Lane™ muffins and Perfect for Two schnecken.
WEBSITE DESIGN
J. Skinner needed a modern website design to match its new brand image. We used the same elegant designs and simple copy to catch visitors’ attention.
BILLBOARD & TRUCK GRAPHICS
To advertise J. Skinner’s new look in their hometown of Omaha, we designed a billboard and truck graphics with larger-than-life product photos and references to the town’s chilly winter and well-known landmarks.
TRADE SHOW BOOTH
Our lighthearted video showcasing hot dogs transforming into racecars captured lots of attention at the raceway.
RESULTS
After their rebranding, J. Skinner experienced double the growth of any other top-10 brand and a branded sales increase of 210–340% compared to average national sales.
