TURNING RIVALRY INTO PARTNERSHIP WHEN SUNFLOWER SEEDS GO HEAD-TO-HEAD

IN THE SECOND half of 2017, after Bigs joined the Conagra portfolio of protein snacks and became an ally rather than enemy of David Seeds, an effort was launched to redesign both, simultaneously, in order to strategically position each brand with each other and against the rest of tiny category.

David was positioned to embrace its long-standing American heritage. It connects to a thematically American vernacular both subtly and overtly through color & shape while celebrating a blue-collar expression of agriculture and baseball. The highly structured design architecture is strictly gridded and its primary messaging is rooted in trustability and longevity. Minimal logo updates and discoverable fine details give it a timelessly mature look within convenience.