WISH-BONE DRESSING’S recent struggle puts design front and center. A redesign that hit shelves in 2018 over-simplified and focused on the wrong narrative. The branding was over-prioritized, flavor minimized, and label architecture made shopability highly challenging. Sales tanked 30%.
With a quick pivot we locked in on a new narrative: “All The Flavor You Could Wish For.” We designed a new label system and shot unique photography featuring gravity-defying ingredients tosses that bring to life an un-reserved flavor story and support the re-formulations going into the bottle. We released the first wave of artwork in 2 short months and were seeing new bottles hit shelves in June 2019. Strategically this brought Wish-Bone back to a competitive position within the category where it recovered its 30% loss and continues to experience growth with $ sales +4.3%, base $ velocity +4.6%, and distribution +1.8%.
