Never Square

Never Square

Be more Oscar. Oscar Mayer has always held a special place in America’s heart.

From its infamous bologna and wiener jingles to its 27-foot long wienermobile, the icon has a rich history of uniting meat-lovers and sparking smiles.

For its first overhaul in 138 years, we set out to bring more meaning and relevance at a masterbrand level, uniting all its products – from bacon and hot dogs to deli meat – under one brand & solid narrative that feels loudly and proudly Oscar Mayer.

Oscar Mayer has always believed in taking its meat seriously, but not itself.

We created a distinctive narrative, which, just like the logo, is never square. Celebrating the iconic rhomboid logo with a bold and straightforward design amplifies the brand’s uncomplicated attitude, with a similarly uncomplicated aesthetic.

We elevated the wienermobile to be a core brand asset through a playful illustration style – crafted by Robin Davey - that extended into the brand world. Driving the iconic yellow, Oscar Mayer’s superpower, to inject happiness into the brand. Paired with a bespoke light-hearted typeface, the new Oscar Mayer also featured a vividly expressive photography style captured by Alex Lau and Noah Fecks.

Alongside several meat loving car designs that hit the Nascar racetrack and a revamp of the legendary hot dogger uniforms, we created a 13-piece capsule collection of Street Meat streetwear. Featuring fresh silhouettes and bold colours, we combined the hottest streetwear trends with meat-inspired touches. From vibrant red bomber jackets with fully bespoke yellow wienermobile print lining to classic trackpants, consumers got a wardrobe even fresher than Deli Fresh.