BrandOpus Helps Oscar Mayer Unify Portfolio In Brand Refresh

by Rudy Sanchez on 05/03/2021 | 2 Minute Read

Your hot dog might have a first and last name, but Oscar Mayer isn’t just about your wiener. The brand also makes cold cuts, deli meats, and bacon. 

The company has been in the meat game since 1883 and has grown into a national brand from its midwestern roots. Fast forward to today, and Oscar Mayer finds itself looking to create a more cohesive brand identity across its portfolio of meaty deliciousness.

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The Wienermobile enthusiasts enlisted the talents of agency BrandOpus, which dipped into the 137 years worth of brand history to convey the same playful energy across the entire product range while maintaining a distinct identity among their respective competitors.

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Logo before and after.
Editorial photograph

The rhomboid logo is dynamic and serves as the same stamp of quality, and the signature yellow, used on Oscar Mayer's packaging since 1927, is retained and used consistently on the entire line. Products get grouped by color—core offerings like bacon, wieners, and bologna use red as a secondary color, while deli-fresh meats sport a “transparent” compliment to the corporate yellow. Premium, select cuts use a secondary, wood-grained black, and the natural line of meats utilize a clean white. 

Editorial photograph
Editorial photograph
Editorial photograph

The Weinermobile, most associated with the brand’s hot dogs and on the road since 1936, is also incorporated into the whole range of deli products. A custom typeface that exudes joy replaces the previously disparate type choices. Finally, a new tagline, “Keep it Oscar,” part of a new creative platform by advertising agency Johannes Leonardo, is used to showcase the entire range of Oscar Mayer’s deli goods.

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Editorial photograph

Keeping the fun and whimsy at the core of Oscar Mayer, the new visual identity and direction make use of the deli firm’s long history to tie the entire range together in a cohesive way, leveraging the most recognizable and beloved elements of the brand with a crisp presentation.

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