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Serving Homemade Appeal with a Fully Baked Rebrand + Packaging Suite
Case Study: Willamette Valley Pie Co.
Serving Homemade Appeal with a Fully Baked Rebrand + Packaging Suite
With national aspirations, this farmer-owned company was ready to update its packaging to catch the attention of pie lovers and retail buyers — but not at the risk of losing its loyal hometown followers and homespun appeal.
The Transformation
Research validated the importance of maintaining the farmstand heritage of the Roth family and their longstanding commitment to locally sourced ingredients, including berries from their own farms. While there was consensus that the brand felt dated and an update was overdue, target consumers appreciated the kraft box and the attempt at on-pack storytelling. What was missing was a tantalizing peek at the pie itself. They were eager to see a delicious slice.
The Pies (and Cobblers, and Hand Pies, and...)
What began as a packaging refresh extended to the entire brand, leaving Willamette Valley Pie Co. equipped with a fresh identity, graphic icons and plug-and-play copy ready to apply to future marketing materials. For the packaging, Maxwell’s approach strengthened the brand’s shelf presence to go head-to-head with established national players. Without alienating longtime fans and while honoring the brand’s nearly 100 years of family farming history, Maxwell deployed a welcoming farmhouse style to create a consistent, cohesive expression across a full range of products from pies and cobblers to hand pies.
Ready to Serve
On the heels of relaunching the Willamette Valley Pie Co. brand, the company was awarded Whole Foods Supplier of the Year for overall excellence and Rookie of the Year for strong overall performance and execution. The brand remains on a growth path as it continues to expand and enter new frozen dessert categories, ready to claim its spot at the national table.
