A Baker Case Study

Black Label Bacon

Back in black. Bolder than ever.
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Building on the wildly successful packaging Baker had designed for Black Label’s new line of thick cut, naturally hardwood smoked bacon, Hormel was looking to reinvigorate their core offerings with the same meaty authenticity that was already making consumers squeal.


For over 100 years Black Label Bacon had been leading the American bacon industry in quality and product innovation. It was time for the Black Label brand to celebrate that experience – to reflect the company’s pride in heritage, innovation, and craftsmanship that had kept these little piggies flying off the shelf for over a century. Baker explored a range of 3 ways in to telling the storied brand’s epic tale that authentically conveyed the brand experience consumers had come to know and love from this prime purveyor of premium porcine products.



Through a diverse range of design concepts stemming from our Brand.Think platforms, Baker explored a variety of ways to infuse the distinctly Black Label attitude across a broad portfolio of products.

Finding a new home for the Hormel logo within the updated Black Label brandmark made the two previously disparate elements work more succinctly to support one another. Together the two brands can now travel alongside one another as a singular lockup across a vast array of media touchpoints harnessing and amplifying the best attributes from each of the beloved household names. Rich, gritty textures complete the now moodier, harder working, blue collar, Black Label brand experience.



After rounds of testing it was time for the reinvigorated Black Label packaging to finally hit the shelves. Utilizing subtley smoky silvers for base products and glossy metallic golds to distinguish premium offerings, the entire extended line mixes a medley of matte blacks with vibrant colors to highlight the audaciously awesome flavor profiles; ensuring that this little piggy went to market riding high on the hog!

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