Turner Duckworth Refreshes Newman's Own

Acclaimed actor Paul Newman and writer friend A. E. Hotchner founded Newman’s Own in 1982, launching with a salad dressing based on the one they’d prepare and gift to friends and family. 

That celebrity dressing turned out to be legit special, not just because of the taste but also because 100% of Newman’s Own post-tax profits go to charity through the Newman’s Own Foundation. Newman’s Own has since expanded into other food categories, such as pasta sauces, frozen pizzas, and cookies like the popular Newman-Os. To date, Newman’s Own has donated $600 million to charities, primarily those supporting kids facing adversity.

After 40 years, Newman’s Own felt it needed to refocus the brand and turned to the talented folks at Turner Duckworth to contemporize the brand, intending to connect with a new generation of consumers while introducing them to its philanthropic drive.

The new branding drops the rustic look for a more crisp, modern feel that emphasizes Paul Newman and the brand’s charity mission. The minimized logo drops elements like banners, ingredients, and scenic backgrounds. Instead, solid colors are used, and text, in updated typography, is flattened and enlarged. It’s hard to imagine making Newman more handsome, but Turner Duckworth gives him a glow-up in the new branding. “Let’s give it all away” is included in the logo along the bottom.

Newman’s Own’s refresh drops all the themed costumes on The Stingactor, with Paul Newman sporting the same chef’s jacket across the brand and packaging. Ingredient illustrations are updated and convey the same premium quality commensurate with Newman’s Own’s reputation. The “100% Profits to Help Kids” is kept in the brand refresh, but instead of a comic-like font, the message uses a typeface more complimentary to the new logo, and the heart holding “to” is kept.

“There’s simply no other food company in the world that’s ever committed to ‘give it all away’ as Newman’s Own has done for the last 40 years,” said Nicole Malcolm-Manyara, CMO at Newman’s Own, in a press release. “Our goal with this head-to-toe refresh, which includes a new logo and vibrantly illustrated packaging, is to break through on shelves and connect consumers to the impact they are making when they purchase our products. We are excited to see the bright new packaging rolling out now.”

Roll out of the Newman’s Own brand refresh is underway now.

Images courtesy of Turner Duckworth.