For over 60 years, Piller’s Black Kassel has been making dry-aged meats, bringing Old World tradition to the North American market. We were asked to overhaul the identity coinciding with an entire packaging redesign of all their products – to modernize their brand image and increase brand awareness.
The package design is inspired by heraldry and uses diagonal stripes to differentiate meat varieties and stands out in the deli counter and on shelf. Use of metallic gold reflects their premium brand and a natural, canvas texture adds a tactile and artisanal quality. The new identity modernizes the brand while the illustration of the legendary “Kassel” honours their distinctly European heritage and artisanal craftsmanship.
The new branding and packaging have been hugely successful and praised by consumers and retailers. It's an exciting time for the Black Kassel brand with many new products in distinct formats in development.