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Article | February 28, 2002
Design: Mrs. Butterworth's new apron
The distinctive grandmother-shaped bottle ensures that Aurora Foods’ Mrs. Butterworth’s maple syrup remains a household name. But consumers weren’t associating the brand with other Mrs.
Butterworth’s products namely pancake mixes. To bridge this recognition gap St. Louis-based Aurora Foods turned to Enterprise IG (San Francisco CA). To create a brandmark that not only builds off the brand’s rich 40-year heritage but also supplies a more contemporary edge Enterprise IG incorporated a splash of syrup with the Mrs. Butterworth’s name written over the top in a contemporary script. A melting pat of butter was added for taste and texture. The pressure-sensitive label is litho-printed in six colors.
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