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Rachelle Fisher

Strategic Brand & Package Design

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Umpqua Rebrand

Design & Art Direction

Objective: Update 40 year-old packaging to remain competitive in today's market. The challenge was to keep the Indian icon (blessed by the Umpqua Tribe), Hobo font and red packaging.

Deliverables: Logo, Illustration, Photography, Packaging

The logotype was updated to include subtle highlights within the lettering and a drop shadow added for emphasis. The American Indian was redrawn to be proud and strong & integrated into the logo rather than as the only focus of the package.
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For the first time, Umpqua now has flavor specific images on each carton to help consumers easily choose their favorite from 25 flavors.
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To highlight Umpqua's long history, we dug through their archival images for storytelling on the sidewall of the container. 
To add some playfulness to what was otherwise a graphically boring area next to the nutrition panel, we created some fun, nostalgic sayings based upon vintage ice cream advertising.