As a well-respected brand that’s been around for over 80 years, the identity needed a bit of a facelift. With vast inconsistencies in the packaging of their products, this refresh was designed to bring a recognizable, appetizing and updated distinctiveness to the brand that would stand out among its competitors. The direction of the brand focuses on the grilling aspect of Lawry’s products, bringing a more rough-and-refined masculine sense to the packaging.