Welcoming everyone back to the table
1HQ was asked to take a look at Country Crock’s positioning, storytelling and brand and packaging designs to see how we could cultivate a more welcoming and modern brand.
We headed to Atlanta, Georgia to conduct a round of semiotic research. We wanted to hear the opinions from one of the brand’s key markets and their most loyal customers.
We sat down to talk all things Country Crock to understand how best we could evolve this much-loved brand.
Our new packaging design reimagined an invitation to enjoy the “Country Fresh Taste” that the products are known for through the warm welcome of the familiar.
The iconic red barn is a symbol of country life, drawing you in. To make that welcome even more inviting, we finally opened the barn doors to invite you inside. Subtle, but significant.
We also developed bespoke typography for a modernised Country Crock wordmark to capture the timeless country craft of creating creamy rich spreads.
When you come from the country, things tend to move at a slightly slower pace. But with the revamped packaging in place, Country Crock products were soon flying off the shelf, faster than ever.
