Revitalizing An Old Brand

Founded in 1948 in Brooklyn, NY, Dell’s Maraschino Cherries is one of the largest processors of maraschino cherries in the United States. Dell’s retained Thought For Food & Son to create a new perception of maraschino cherries to foodservice procurement professionals that would be more contemporary, cool, and relevant in which to perceive maraschino cherries.

We started the assignment by creating a new contemporary designed logo that put the Dell’s name front and center, incorporated with a pair of well-placed maraschino cherries along with the date the company was founded. New labels were designed using the newly created logo for each cherry product line including new sales and point of purchase materials created with an up-scale visual identity that would resonate with a younger set of procurement professionals. The rebrand also included new corporate identity, trade show booth, trade print ads and a new brand positioning statement; Everything Taste Better With A Dell’s Maraschino Cherry!