DORSET, Vt.–Seventy-year-old pantryware company J.K. Adams will unveil a new brand identity, tagline and packaging at the International Home + Housewares Show in Chicago next month.
The new identity is the culmination of almost a year of brand-related research with retailers, distributors and J.K. Adams employees about how customers use the products. The new tagline, “For Your Kitchen, Home and Life” acknowledges how much of life happens in the kitchen and home with friends and family, the company said. The logo redesign and incorporated tagline convey J.K. Adams’ message and create a more streamlined look on new labels and packaging.
The updated packaging features the J.K. Adams name front and center on the labels, and product features and benefits are clearly communicated.
The new branding is designed to reach a broader, more diverse, audience since the importance of the kitchen is no longer just the domain of gourmet cooks.
Company CEO Jon Blatchford said, “We are thrilled to unveil our new identity as we celebrate 70 years of manufacturing in the United States. This anniversary marks much more than chance to reflect on our history but provides us an ideal opportunity to move our brand into a broader, new direction with an emphasis on inspirational style for the home and with products we have never delivered before.”