Before & After: Krusteaz

Krusteaz together with Tether redesigned a household name with goal that “The packaging revitalization will help it stand out, attract new customers, and expand current loyalists across categories” 

“When it comes down to it, baking, cooking and sharing food is all about connection—especially for parents who want to build happy memories with their families. Krusteaz hones in on that desire, helping customers create those connections.”

“On shelf, the baking category is dominated by a handful of legacy brands with little differentiation. While Krusteaz has been a household name in the West for decades, nationwide it needs to break through the sea of sameness on shelf. The packaging revitalization will help it stand out, attract new customers, and expand current loyalists across categories.”

“As a challenger brand, Krusteaz has to overcome strong consumer loyalty to legacy brands, but it has several important qualities that help set it apart: It’s been a family-owned business since 1932, and they put special emphasis on quality ingredients and recipes, which are relentlessly tested, America’s Test Kitchen style, to taste measurably better than the competition.” 

“An injection of visual personality and a strong, color-coded brand block helps the design stand out on shelf and cues customers who will see Krusteaz on several different grocery aisles. A refreshed brand badge and instructions improves brand awareness and product information navigation. Since appetite appeal is key in this category, the new look brings forward mouth-watering photography that evokes the warm feelings associated with baked goods.”

The new packaging is successful in terms of updating the brand without loosing its essence and loyalists. The color-coded brand block not only stand out on shelf, they create an efficient way of expanding the brand throughout each category. In a market place where consumers (especially in the food isle) are looking for specific information, calling out those key words and sections is crutial and they’ve done a great job doing so. 


Steve Donley: VP of Marketing
Melissa Washko: Marketing Director
Leslie Ochs: Brand Manager
Paul Francis: Creative Services Manager
Jen Smith: Creative Project Manager
Laurie Weissler: Consumer Insights 

Patty Wittmann: Food Stylist
Angie Norwood Browne: Photographer

Stanley Hainsworth: Chief Creative Officer
Steve Barrett: Executive Creative Director
Dan Smith: Creative Director
Dodi Monahan: Group Account Director
Julia Ondich: Senior Creative
Andrew Well: Senior Creative
John Kendall: Senior Creative
Bo Gilliland: Senior Copywriter
Berri Windsor: Copywriter
Alex Warren: Account Manager
Kyle Fuson: Production Manager
Keith Slawson: Senior Production Designer

Designed by: Tether

Client: Krusteaz