Berkshire Legware is a successful brand with a loyal following. Mayer / Berkshire wanted to update the packaging of various product lines without deviating too far from the original design. They brought in Applebaum to explore an evolutionary approach to the redesign and assess other branding elements. The result is new packaging that gives the brand a more modern, feminine look with refinements to the logo and brand architecture, creating a stronger brand identity. Applebaum also developed the tagline that takes 'Made in the USA' to the next level by incorporating key consumer benefits:
It fits. It flatters. It's made in the USA.