- role / concepting, graphic design, art direction, copywriting
- agency / Little Jacket (2025)
- creative director & copywriter / Roger Frank
- renderings / House Studio
However, the existing branding for Aspen was dated, cluttered, and sorely in need of a refresh. We helped clarify and align the entire Aspen brand—from positioning to packaging—taking inspiration from old-school, mid-century modern style and vintage signage.
The client envisioned a new brand that embodied “classic nostalgia” but still felt modern and relevant. We pursued a type-driven visual identity, creating confident, strong lockups with a clean and vaguely industrial vintage-inspired font legible at sizes both big and small. Aspen’s existing color palette was also punched up to be bolder—think candy-apple red instead of dusty brick.
Overall, the new identity is simple yet striking, giving Aspen a much more distinctive and up-to-date presence on the shelves of small markets, shops, and farm stands. These classic flavors will soon be welcomed by a new generation of consumers.