Hometown Roots Shine Through Redesign
We partnered with Johnsonville for a groundbreaking redesign that modernized the brand by looking back at their stories past.
Capabilities
DESIGN STRATEGY
PACKAGING ARCHITECTURE
BRAND IDENTITY
Challenge
For more than 70 years, Johnsonville built one of America’s most trusted sausage brands around quality, family ownership, and small town values. But with a visual identity largely unchanged for nearly five decades, the packaging no longer reflected the craftsmanship, heritage, and product integrity at the heart of the brand.
DuPuis was asked to reimagine Johnsonville from the ground up, modernizing the logo, packaging, photography, structural design, and production system while preserving the authenticity that made the brand an American original.
Action Taken
Rather than creating a new story, DuPuis uncovered the one Johnsonville had been living since 1945. Through stakeholder interviews, factory immersion, consumer research, and design testing, we identified the brand truths at its core: family ownership, the original Stayer butcher shop, premium ingredients, and a culture built on craftsmanship and employee pride.
We modernized the Johnsonville logo for the first time in nearly 50 years, bringing the butcher shop into the identity as a symbol of heritage. We also developed a scalable portfolio architecture, richer culinary photography, and a modular production system that allowed Johnsonville to extend the design across one of the industry’s largest sausage portfolios.
Results
The redesign successfully modernized one of America's leading sausage brands while strengthening perceptions of authenticity, craftsmanship, and premium quality. More than a decade later, the core design architecture remains largely intact across the Johnsonville portfolio and continues to support innovation across one of the industry's largest sausage portfolios.
You May Also Like
