Old Vienna

We partnered with Benestar Brands to modernize the Old Vienna brand identity and create a consistent brand experience.

Capabilities

Packaging Design
Branding
Photography

Challenge

Old Vienna is an iconic St. Louis snack brand sold in convenience stores and known for its Red Hot Riplets seasoning. When Benestar Brands purchased Old Vienna, they wanted to attract a new Millennial grocery audience while still remaining relevant and appealing for its urban consumer base. The brand also had a fragmented visual identity across products, challenging its ability to create brand equity.

Action Taken

DuPuis partnered with Old Vienna to modernize this brand with tremendous St. Louis street cred and a loyal following, and to pump up the brand’s shoppability—all while remaining true to the brand’s authenticity. We began with the core product, Red Hot Riplets, and applied a renaissance take on typography and new product visuals to create appetite appeal and highlight our point of difference. From there, we leveraged the Riplets branding and extended a more unified brand block across the remaining portfolio of products with the same stylistic touch and brand personality.

Results

Old Vienna now leverages the fresh, modernized Riplets equity across the product portfolio, creating excitement with existing consumers and attracting new consumers.