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.

Feb 28, 2002

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.