Duffy & Partners created a new brand language, packaging, P.O.S. materials, business and promotional materials and signage for Epicurean.
A new tagline, “Heart of the Kitchen,” considers the heart of the founders, their love for design, alternative materials, food and the heart of all food prep: the cutting board. The e in Epicurean is comprised of a kitchen utensil, symbolizing the breadth of the brand’s offering. An architecture was created to differentiate categories within the brand’s overall offering. Lastly, to illuminate Epicurean’s place and story, iconography punctuates Epicurean’s U.S. origin and home of Duluth, Minnesota.
Design principles are a mix of classic, modern, light-hearted and nature-inspired elements.