From its infamous bologna and wiener jingles to its 27-foot long wienermobile, Oscar Mayer has a rich history of sparking smiles. But despite consumers fondly & nostalgically remembering the brand as an integral part of their childhood, it wasn’t translating today. A disjointed narrative meant Oscar Mayer was appearing fractured across multiple touchpoints. The task? Bring more meaning & relevance at a Masterbrand level to unite the brand cross-category, and spark smiles with consumers.

No stone was left unturned in Oscar Mayer's quest to unite the Masterbrand. We were determined to execute a cohesive design system across every single consumer facing touchpoint. From a new logo and type face, to new packaging design of 210+ SKUs, to the fresh Hotdogger uniforms, 'Street Meats' streetwear collection and Nascar car designs. Budget for the rebrand project totalled $848,000 USD.

Oscar Mayer's key target market can be defined as 'Elise' - a fun-loving, busy woman of color (focus on Black/AA, LatinX), who is 25–44 y/o with a young family. She's a pragmatic optimist, who feels most herself when she’s not taking life too seriously. Her busy life makes it hard to ‘do it all,’ but she’s practical. Instead of trying to ‘be it all,’ she prioritizes family and friends, rolls with the punches, and knows life doesn’t have to be perfect to be great.

The new unified identity system was rooted in the idea of ‘never square’ – an articulation of Oscar Mayer’s quirky and joyful nature.

Celebrating the iconic rhomboid logo with a bold and straightforward design, we welcomed a fresh set of distinctive assets, including a lighthearted and vivacious bespoke type ‘thick cut’. Oscar Mayer’s superpower - the iconic yellow, was amplified to inject a dose of pure happiness. Drawing inspiration from the brand’s rich heritage, we took the wienermobile and elevated it to be a core icon both on and off-pack. An expansive suite of playful and quirky illustrations were crafted to ramp up the brand’s ‘never square’ ethos, whilst a vividly expressive photography style, oozed bold personality and injected levity into everyday moments.

The assets were tailored and activated across various touchpoints including reinvigorated packaging, which worked to unite Oscar Oscar Mayer’s complex portfolio. Several meat-loving car designs hit the Nascar racetrack, whilst a revamp of the legendary hot dogger uniform design sparked inspiration for a 13-piece capsule collection of ‘Street Meats’ streetwear.

Sparking smiles throughout, the more meaningful and cohesive ‘never square’ identity overhaul has resulted in a revaluation of the brand. In relation to a brand health tracker:

+4.7pts (points) consideration intent

+5.2pts purchase intent

+9.9pts brand love

+4.3pts brand favourability

+3.1pts makes me smile

+5.2pts is high quality

+5.7pts is worth paying more for

+7.7pts proud to serve.

*All results are statistically significant at 90-95% CLs.