Nut trade chief John B. Sanfilippo & Son has relaunched its iconic Squirrel model, with a brand new identification and positioning developed in partnership with international model design company Straight Ahead Design.

Based in Roxbury, Massachusetts in 1888, Squirrel has change into considered one of America’s most iconic and well-loved nut manufacturers, seen in all places from Rear Admiral Richard E. Byrd’s pocket as he explored the Antarctic, to Hollywood stars’ dressing rooms.

Amidst the difficult enterprise circumstances of the pandemic, John B. Sanfilippo & Son requested Straight Ahead Design to reimagine the Squirrel model, giving it a purpose to exist in a crowded market and in its wider portfolio of manufacturers.

John B. Sanfilippo & Son tasked Straight Ahead Design with reinventing the Squirrel model whereas celebrating its distinctive legacy and heritage, making certain it might enchantment to “Gen Subsequent” and the meals obsessed. The brand new model wanted to drive style enchantment, hero-ing Squirrel’s beautiful flavours, substances and creation strategies.

The model can also be trying to a sustainable future, with deliberate exercise together with partnerships to guard habitats and wildlife by educating folks and supporting rural communities.

To attain all of this, Straight Ahead Design began by placing the nut again on the centre of the story. The brand new Squirrel model attracts on a formidable historical past, borrowing from its wealthy again catalogue of iconography and ephemera and updating it for a contemporary viewers. It additionally takes inspiration from trend for its architectural rules, with signature, diffusion collections, and high-end couture style sensations.

The brand new positioning is all about celebrating the nut, delivered to life by means of a brand new, up to date squirrel character with a brand new identify, Zip (after the well-known Squirrel product Nut Zippers), and an entire again story. Zip continuously scours the earth to collect the best nuts and substances. The charming character is free to roam across the new, art-deco impressed emblem, by no means in the identical place twice, and at all times on the transfer.

Squirrel’s new packaging is designed to supply the client a premium expertise from shelf by means of to consuming, incorporating the model’s origin story, the nuts and their substances, and an explorer’s map to information the patron by means of the model expertise.