Hughes Design Gives Mott's an Image Overhaul

NEW YORK In its first package graphics update in seven years, Mott’s has redesigned its entire portfolio of apple sauces and juice to unify the brand and remind consumers of its healthy equity.

Even as research showed that the familiar logo of the 162-year-old brand had 90 percent recognition among consumers, Mott’s further learned that generations of families, who’d grown up with its apple sauce and juices, had a strong emotional connection with the brand.

“They said they had fond, warm, fuzzy feelings with the brand during their lifetime,” said Amanda Vaughan, senior brand manager for multiserve apple sauce.