brand concept | brand ID | packaging system | digital

RESULTS

Received well with retailers, contributed to national distribution.

OPPORTUNITY

We refreshed this 130 year old brand by leveraging its rich past and endearing story: big flavor that everyone can enjoy, which started with their twice as strong vanilla. The rebrand strikes a thoughtful balance of past and future. Vintage custom typography expresses craft and authenticity, legibility and clear hierarchy. Color celebrates flavor: vivid yet harmonious, expressive yet cohesive, enhancing shelf presence and creating a sense of joy and approachability. This emergence of retro warmth, clean structure and vibrant energy restores calm, brings excitement to the spice aisle, supports a national launch, and reasserts Adams as a boldly crafted brand—one that empowers creativity in the kitchen while celebrating flavor, craft, and personality.

Vintage custom typography expresses craft and authenticity, legibility and clear hierarchy. Color celebrates flavor—vivid yet harmonious, expressive yet cohesive—enhancing shelf presence and creating a sense of joy and approachability.

LOGO

The logo channels the brand personality with chunky, custom letterforms that claim their space with confidence. A subtle star tucked within nods to the brand’s dedication to quality.