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Legendary refresh

Black Kassel
Art Direction
Brand Book
Social Media

Since the 1950s, Piller’s Black Kassel has been making dry aged meats and snacks using Old World recipes and techniques. Since 2016, they’ve trusted Weaymouth Creative to develop and steward their brand—beginning with a brand identity refresh and complete packaging redesign to modernize and revitalize their brand, build recognition in the U.S. market and stand out from competitors.

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In 2021, driven by data that said consumers are looking for modern flavours, Black Kassel asked us to lead a brand repositioning, resulting in a packaging refresh that downplayed its European heritage and showcased its food-loving, artisanal spirit. In addition to an updated look for the full product portfolio, we developed an employee brand book, sales collateral, social media ads and tradeshow materials. To further emphasize the new positioning – Good Food Brings People Together – we created a practical Charcuterie Pairings Guide with helpful tips on how to pair wine, beer, cheese and other tasty treats with Black Kassel salamis for the ultimate charcuterie board.

The package design uses metallic gold to convey the premium quality, while a natural cream colour adds warmth and modernity. Diagonal stripes in bright, contrasting colours differentiate meat varieties and stand out in the deli counter and on shelf. Bold typography adds character and has a distinct look for the brand. The refresh brings the brand into the now, while honouring Black Kassel’s distinct heritage.

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“We trust the Weaymouth team to respond to any challenge we give them with intelligence and creativity.”

VP Marketing, Black Kassel