State Fair is a brand for ready-made corn dogs, a very American snack made from a hot dog wrapped in a deep fried cornmeal coating, typically served on a stick. Recently, the brand got a refreshed look, created by PKG in Chicago.
The primary aim was make it easier to navigate between flavours and to evolve the packaging by showcasing its "playfulness". As part of this, just about every aspect of the packaging has been refined and made more contemporary, but the brand hasn't changed direction. The various shadings in the logo have been refined, although the typography is left unchanged.
"The brand’s iconic blue remains a centerpiece, as does a modified brand mark—brightened by evocative “nighttime at the state fair” fireworks. A cleaner handwritten typeface, new appetite-inducing product photography and a re-imagined, re-structured flavor ribbon all work together to help shoppers find the right product.
By working with existing equities and sharpening those that could be working harder, PKG developed new packaging for the State Fair® Brand that tells a more compelling and relevant brand story." - Press release