New Look, Same Great Taste

//  11.03.16


Johnsonville Launches New Packaging and Logo Design

Johnsonville is bringing a whole new look to Canada. This month, the company will debut a brand relaunch, including an extensive overhaul of all its labels, new packaging and a brand new logo. It’s Johnsonville’s first design refresh since launching in Canada almost 16 years ago. The new packaging and logo design is part of a global branding relaunch which the company will be rolling out worldwide over the next year.

Johnsonville updated its branding by implementing a design approach that has simplified and standardized its labels, packaging and product segmentation, all while keeping the product front-and-centre. The refreshed branding also includes a newly designed logo that hearkens to the company’s history as a family-run business, and its long-standing commitment to quality, by depicting an image of the original Johnsonville butcher shop that started it all back in 1945. Johnsonville worked with Montreal-based integrated communications agency Braque to develop and execute the new branding, which also incorporates bilingual communication.

“The new logo really strengthens our ties back to our roots – as a small, family-owned butcher shop,” said Jackie Hendricks, International Marketing, Johnsonville. “The look and feel exemplify that, but the colours also help deliver a more modern look. We took this branding relaunch as an opportunity to also establish a design and colour scheme system that will make it easier for consumers to understand the difference between our product lines, and consumer research helped us decide what to showcase on our packaging.”

The new segmentation approach for Johnsonville’s packaging places its 32 product lines into six categories that are designed in a way to allow for new products to be seamlessly introduced to consumers. A harmonized set of colour codes was also created and photography was upgraded with fun graphical elements, such as the introduction of chilli peppers to indicate a products’ spiciness. Agency Braque lead the design work, , keeping consumers top-of-mind throughout the process.

Johnsonville has long enjoyed the opportunity to offer consumers a diverse range of sausages and flavours, and has added many new products over the years to meet consumer demand. Johnsonville’s rebranding will allow for a more seamless rollout of new products to fall into more defined categories.


About Johnsonville:
Johnsonville, Wisconsin is a town built on sausage, for sausage and by sausage. We started as a small, family-owned butcher shop in 1945 dedicated to crafting the best sausage around, and 70+ years later, that hasn’t changed. The delicious sausage made in the butcher shop came from an old family recipe, which made its way down the family tree from 19th-century Austria. Today, that family recipe remains, and only three people in the world know the secret ingredients for Johnsonville sausage.

Johnsonville employs approximately 1,600 members and the brand is distributed in over 40 countries around the world. The company remains privately owned today. For additional Johnsonville company information, new product news and the latest recipes visit

About Braque:
Located in Old Montréal, Québec, the agency offers integrated communications services, which comprise strategy, creation, design, media and interactive marketing. Its clients include Johnsonville, Choice Hotels Canada, Aliments Ouimet-Cordon Bleu and Transplant Québec.