Following a competitive review, Reinhart Foods has chosen Central Station to rebrand and relaunch its line of Allen’s Vinegar products.
The Toronto-based shop, formed earlier this year when MonkWilliams and Zebra Studios merged, is currently working on creative and strategy for the brand, with the work hiting the market next year. Packaging design will be the first major deliverable, since Allen’s is planning on launching several new products in 2016.
“We chose Central Station for several reasons,” said Scott Singer, vice-president, marketing at Reinhart Foods, in a release. “The first was, they don’t just do great design, they bring you the brand story and architecture first; the strategic components that drive great design. The second was, we were really impressed with how they arrive at great work together with clients, and lastly, like us, they’re fiercely independent and proudly Canadian.”
John Boniface, president and partner at Central Station, called Allen’s vinegar a “timeless Canadian brand,” and said a refresh was needed as the brand looks to evolve and innovate in an expanding category.
“The broad category is growing but somewhat commoditized,” Boniface told Marketing. “While Allen’s is enjoying more than its fair share of this growth, there is a very strong belief that via a clearer proposition, a stronger, more congruent and modern presentation of the full line of Allen’s products and SKU’s (including some new product innovation), that further, accelerated growth is possible.”
Founded in 1898, family-owned Reinhart Foods manufactures a number of baking and vinegar products under the Daltons, Jaffa and Allen’s brand names.
