Modernizing an iconic
legacy brand while
keeping the magic!

Bragg is not a brand that changes with the times. It’s what makes them so iconic. But in 2019, a little change finally seemed to be in order. Bragg needed to grow beyond its signature product, Apple Cider Vinegar, and position itself in a more modern way — while retaining its old-school charm.

Through our insight and foresight work, we soon realized: old-school is modern. Health & wellness consumers were tired of keeping up with changing trends, and bio-hacking fads were leaving them more exhausted than energized. A shift was brewing toward more intuitive approaches to health — like Bragg’s simple, plant-based, 100-year-old philosophy.

from timely diets
to time-tested health

We created a new positioning around the idea that Bragg’s time-tested wisdom helps you radiate health. On pack, we brought this to life with a brighter, cleaner label and a subtle sunray design. We also increased brand visibility throughout the store by nearly doubling the size of the logo, and bringing yellow across the product line.

For all these changes, consumers viewed the new pack as the same or only slightly tweaked — even as quant testing revealed it drove significantly greater engagement than the old label. Now that’s magic!

What we did: Consumer Insights, Foresight Analysis, Brand Positioning, Messaging, Packaging Design