Logo Upgrade

Challenge

Hormel Health Labs, as subsidiary of Hormel Foods was a leader in functional foods for those with health issues and a pioneer in the thickened foods and liquids industry. They were using two brands to represent their business—Hormel Health Labs and Home Care Nutrition. Yet, both brands lacked vibrancy, character, and featured unsophisticated color schemes.

Frequently, we find that brands don’t have a brand identity model to guide visual identities, which was the case at the start of this project.

Original Hormel Health Labs + Home Care Nutrition logos with respective color palettes.

Execution

The goals of the rebrand were:

01

Unify the two brands to create a single brand
02

Create a brand identity model to guide strategic decision-making and visual identity
03

Maintain a relationship with the parent company (Hormel Foods), as brand awareness was very strong
04

Exhibit relevance as a food science innovator, play up the “Health Labs” aspect of the company
05

Adhere to the values of Health Labs as: committed to taste, commitment to quality and enjoyment of foods and beverages when people face health challenges
06

Implement a new brand color scheme as part of a larger design system project

RESULTS

THE REDESIGN ALLOWED

Collaboration on a shared brand identity model to help with both design and business strategy
Extension of the new brand into trade show booth designs — featuring the more attractive color palette
Dialing up the “Health Labs” portion of the brand
Continuation of using the parsley brand mark, reinforcing the relationship to the parent company
Maintaining connection to the history of the company
Greater flexibility for deploying the logo to different mediums in multiple orientations
Development of a new tag line for use with all marketing collateral, which we also developed as part of the branding exercise