
Newman's Own
Founded in 1982 on Paul Newman’s love for delicious homemade salad dressings and the off chance that others may love them too, Newman made the selfless decision to give all Newman’s Own profits away to help children and other good causes. Four decades later, Newman’s Own offers so much more than dressings, having donated over half a billion dollars it was time for a refresh setting up Newman’s Own for another 40 years of giving it all away.
As the brand approached 40 years of ‘giving it all away,’ we were asked by the good people at Newman’s Own to help refresh the brand’s visual identity. The goal was to leverage the refresh to appeal to a younger audience, continuing the brand’s growth while introducing a new generation to Newman’s philanthropic endeavors through high quality, delicious foods.
With reverence to Paul Newman, we reemphasized the brand’s greater purpose. We brought a new, optimistic design approach, allowing consumers to better connect with the radically good impact they have when purchasing Newman’s Own products. Using inviting and punchy language – A rallying cry, leveraging a consistent and prominent brand line that summarizes the brand’s unique business model and mission — ‘100% profits to help kids.’
Our redrawing of Paul is depicted in his chefs whites, a playful nod to a lifetime of role playing and love of cooking. Modernizing Newman’s likeness and reducing his prominence on pack, we redefined Paul's role – from a Hollywood character to the respected founder, re-emphasizing the brand’s commitment and purpose, prioritizing the company’s mission and great-tasting food.
Creative Director - David Thompson
Design Director - Brinley Clark
Designer - Nicole Jordan, Jake Rimmer and Dominic Parsons
Motion Design - Dan Kennington
![]() | ![]() | ![]() | ![]() | ![]() |
---|---|---|---|---|
![]() | ![]() | ![]() | ![]() |
