Flaum’s is a family-owned Brooklyn-based company making traditional Jewish staples like pickles, maatjes, dips, horseradish, and other tasty foods. Founded in 1918, Flaum’s is now run by a fifth-generation family member, and they recently worked with creative agency M/OTG to undergo a brand refresh.

“M/OTG aimed to bring consistency and stronger brand recognition to Flaum’s, which had grown into six product categories with over 45 packaging variants,” says Yaniv Vaknin, chief brand officer at M/OTG. “The goal was to make the brand instantly recognizable on crowded shelf displays, reclaiming visibility that had been lost due to product names being overly prominent, approximately double the size of the Flaum’s logo.”