Repackaging a Southern Favorite

REFRESH OF THE MERITA BREAD LINE FOR HOSTESS BRANDS

For more than 100 years, Merita has been providing families across the Southeastern United States with fresh-from-the-oven bread. As happens with most legacy brands, the time came for a brand rejuvenation. Hostess asked us to take a look at the line as a whole and give it an updated, more modern look to bring the family of products together. We are proud to share the new look of Merita, same great taste, fresh new look!

MAX goes to Troost

CREATING A MOVEMENT AROUND A REVITALIZED CORRIDOR

Considered a segregational dividing line in Kansas City for the last century, the new MAX Troost line is working to change that perception. Willoughby worked with Taliaferro and Browne and HNTB to extend the MAX brand along this corridor. Willoughby recently designed the launch campaign to announce its arrival on January 1, 2011. We took this opportunity to drive further excitement around the related developments that are working to spur positive growth and a new sense of pride in this vital corridor. “GO TROOST” is designed to extend beyond the MAX brand as a rallying message for the community.

Fun with Food and (Spiked!) Scoops

BRAND EXPERIENCE FOR CIRQUE D’ALEX

All it took was a sampling of the piled high Chicago dog and a scoop of spiked strawberry margarita ice cream and we were convinced that Cirque d’Alex was a fantastic client for us. Willoughby, in partnership with Rockhill Strategic, created a new look for the Northland’s home of fun, food and scoops. Embracing the Cirque theme, we rejuvenated the logo and tagline then developed posters, in-store communications, print, website and launched a Facebook fan page.

Willoughby received two Gold ADDYs for our work with Cirque at the 2011 ADDY Awards show.

Trash becomes Art

NEW LEAF PAPER NOTEBOOK LINE EXTENSION FOR 2011

Willoughby continues to marry style and sustainability in developing the New Leaf Paper Reborn Refuse line of notebooks distributed by Top Flight throughout the country. The artwork on these covers pull scraps of old paper reborn into images of nature. Look for them in office supply and book stores near you.

We took home a Gold ADDY for this line of stationary at the 2011 ADDY Awards show.

IN THE HIVE

Designing Kansas City

KANSAS CITY CONVENTION & VISITORS ASSOCIATION SELECTS WILLOUGHBY

Willoughby is proud to have been selected by the Kansas City Convention and Visitor’s Association (KCCVA) to begin work on the future of the brand that is used to tell the world how fantastic it is to visit Kansas City. We’d love to hear what you think about Kansas City on our Facebook fan page.

WILLOBEES

The Buzz About Our Bees

We had a busy 2010 that culminated with two new hires. In December, we welcomed Jessica Simecka as our new Account Manager. Jessica comes to us from Callahan Creek where she worked on Sprint and Free State Brewing Co.

In January, we added another new face when Kevin Garrison joined the team as our new Design Director. Kevin brings nearly 20 years of experience in retail brand design and packaging. His portfolio includes work for clients like WalMart, Harold’s, McDonalds and Beauty Brands.

We’re thrilled to announce that Becky Ediger has been promoted to Art Director. Over the last 8 years that Becky has been with Willoughby, she has given her time and talent primarily to her work on Hostess brands including Wonder Bread, Merita, Home Pride and Nature’s Pride. Way to go, Becky!

East meets...Willoughby

ANN WILLOUGHBY FEATURED AT TAIWAN DESIGN CONFERENCE

Since 2004, the Design Business Group of the China Productivity Center has hosted a Commercial Design Improvement Project sponsored by the Ministry of Economic Affair of the Republic of China. Famous Branding and Graphic Design Experts from around the world are invited to Taiwan to lead conference speeches and workshops. For the November 2010 conference, Ann Willoughby was the honored expert. Ann lead the workshop conversation around Brand Design and Management focusing on refreshing, revitalizing and repositioning brands.