Client Overview:
McCutcheon’s Apple Products is a Frederick, Maryland based food producer best known for its homestyle fruit butters and preserves. Rooted in tradition and craftsmanship, the brand embodies a warm, family-oriented sensibility that resonates strongly with its audience. This authentic, heritage-driven brand has cultivated a deeply loyal and multigenerational customer base.
The Project:
When I began working with the brand, the company was in the middle of a leadership transition. The new president wanted to maintain the rustic, home-style character customers loved, while giving newer product lines a visual refresh. The challenge was finding the right balance by modernizing the packaging without losing the warmth and familiarity that defined the brand.
Over the next four years, I developed an updated label system that worked within the existing packaging structure, met evolving FDA requirements, and elevated the overall look. The solution resulted in a cohesive, polished farmhouse aesthetic that felt both authentic and refreshed, allowing the brand to grow while staying true to its roots.
