Premium, select cuts use a secondary, wood-grained black, and the natural line of meats utilize a clean white. Products get grouped by color-core offerings like bacon, wieners, and bologna use red as a secondary color, while deli-fresh meats sport a “transparent” compliment to the corporate yellow. The rhomboid logo is dynamic and serves as the same stamp of quality, and the signature yellow, used on Oscar Mayer's packaging since 1927, is retained and used consistently on the entire line. The Wienermobile enthusiasts enlisted the talents of agency BrandOpus, which dipped into the 137 years worth of brand history to convey the same playful energy across the entire product range while maintaining a distinct identity among their respective competitors. Fast forward to today, and Oscar Mayer finds itself looking to create a more cohesive brand identity across its portfolio of meaty deliciousness. The company has been in the meat game since 1883 and has grown into a national brand from its midwestern roots. The brand also makes cold cuts, deli meats, and bacon. Your hot dog might have a first and last name, but Oscar Mayer isn’t just about your wiener.
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