--- title: How do you breathe new life into a classic brand? description: How do you breathe new life into a classic brand? image: https://www.pkgbranding.com/hs-fs/file-4079811011-jpg/blog-files/muellerspkg11.jpg --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## How do you breathe new life into a classic brand? Written by Kevin Keating at PKG ![Mueller's pasta branding and packaging by PKG](https://www.pkgbranding.com/hs-fs/file-4079811011-jpg/blog-files/muellerspkg11.jpg?width=600&height=317&name=muellerspkg11.jpg) We've had the pleasure of becoming pasta experts over the past year as we've worked with [American Italian Pasta Company](http://ralcorp.com/) on the refresh of their regional pasta brands. The [Mueller's brand](http://www.muellerspasta.com/) has over 145 years of history with consumers in the Northeast United States. AIPC came to PKG to bring the brand along with modern audiences while retaining it's classic American heritage. We developed many concepts to see how far consumers would let us take this brand, and in the end we found a way to modernize while maintaining it's classic equity. ![Mueller's Pasta Redesign by PKG](https://www.pkgbranding.com/hs-fs/file-4079811021-jpg/blog-files/muellerspkg21.jpg?width=600&height=361&name=muellerspkg21.jpg) The pasta aisle is historically a visually chaotic space within the grocery store, with national brands, regional brands and store brands all competing for consumer eyes. Understanding that consumer's shop their trusted brands by looking for specific cuts, we set out to create a new system to aid shopability. ![Mueller's Pasta Refresh by PKG](https://www.pkgbranding.com/hs-fs/file-4079811086-jpg/blog-files/muellerspkg31.jpg?width=600&height=339&name=muellerspkg31.jpg) With "short cuts" like elbows and [penne](http://en.wikipedia.org/wiki/Penne), we heard frequently from consumers that they want a large window to identify the pasta shapes. This provided an added challenge for "long cuts" like spaghetti and [angel hair](http://en.wikipedia.org/wiki/Angel_hair_pasta). How can you develop a quick visual cue to tell them apart when it's not readily apparent in the window? [Photography](http://www.watsonimages.com/) of course! ![Mueller's Pasta Redesign by PKG](https://www.pkgbranding.com/hs-fs/file-4079811121-jpg/blog-files/muellerspkg41.jpg?width=600&height=417&name=muellerspkg41.jpg) We heard through qualitative and quantitative testing that consumers were drawn to the new aspirational ingredient images as a way to tell apart their favorite cuts of pasta AND suggest a usage. Keep an eye out on grocery store shelves from Michigan to Florida as new packaging for Mueller's begins to rollout. ![Mueller's Pasta full product line design by PKG](https://www.pkgbranding.com/hs-fs/file-4079811151-jpg/blog-files/muellerspkg51.jpg?width=600&height=335&name=muellerspkg51.jpg) - [Facebook Share ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fbreathing-new-life-into-a-class-brand-muellers-pasta%2F) - [Twitter Share ](https://twitter.com/home?status=How+do+you+breathe+new+life+into+a+classic+brand%3F%20https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fbreathing-new-life-into-a-class-brand-muellers-pasta%2F) - [LinkedIn Share ](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fbreathing-new-life-into-a-class-brand-muellers-pasta%2F&title=How%20do%20you%20breathe%20new%20life%20into%20a%20classic%20brand%3F&summary=How+do+you+breathe+new+life+into+a+classic+brand%3F&source=) - [Email Share ](mailto:?subject=How%20do%20you%20breathe%20new%20life%20into%20a%20classic%20brand%3F&body=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fbreathing-new-life-into-a-class-brand-muellers-pasta%2F) ### Topics - [Blog](https://www.pkgbranding.com/blog/topic/blog) ### Related Posts [![How Multisensory Packaging Impacts Brand Loyalty](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699e3f7cefc60cc2af09b0fd-1771990125261.jpg) How Multisensory Packaging Impacts Brand Loyalty Kevin Keating at PKG ](https://www.pkgbranding.com/blog/multisensory-packaging-impacts-brand-loyalty) [![7 Emotional Triggers That Drive Packaging Success](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699d6a34efc60cc2af09912c-1771927424595.jpg) 7 Emotional Triggers That Drive Packaging Success Kevin Keating at PKG ](https://www.pkgbranding.com/blog/emotional-triggers-packaging-success) [![How Social Media Listening Improves Packaging Design](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699d5fe4efc60cc2af098e8a-1771924055807.jpg) How Social Media Listening Improves Packaging Design Kevin Keating at PKG ](https://www.pkgbranding.com/blog/social-media-listening-improves-packaging-design) ### Subscribe Now! ### Subscribe Now!     **Awarded Top 50** **Package Design ****Blog**   [![Packaging-Design-transparent_216px](https://blog-cdn.feedspot.com/wp-content/uploads/2017/05/Packaging-Design-transparent_216px.png)](http://blog.feedspot.com/packaging_design_blogs/) - [How Multisensory Packaging Impacts Brand Loyalty](https://www.pkgbranding.com/blog/multisensory-packaging-impacts-brand-loyalty) - [7 Emotional Triggers That Drive Packaging Success](https://www.pkgbranding.com/blog/emotional-triggers-packaging-success) - [How Social Media Listening Improves Packaging Design](https://www.pkgbranding.com/blog/social-media-listening-improves-packaging-design) - [11 Examples of Functional Packaging Features](https://www.pkgbranding.com/blog/functional-packaging-features-examples) - [Competitor Analysis for Shelf Differentiation](https://www.pkgbranding.com/blog/competitor-analysis-for-shelf-differentiation) - [Typography Checklist for Packaging](https://www.pkgbranding.com/blog/typography-checklist-packaging) - [Top Biodegradable Packaging Myths Consumers Believe](https://www.pkgbranding.com/blog/biodegradable-packaging-myths-consumers-believe) - [Macro Photography for Food Packaging Design](https://www.pkgbranding.com/blog/macro-photography-food-packaging-design) - [Glass Packaging Benefits for CPG Brands](https://www.pkgbranding.com/blog/glass-packaging-benefits-cpg-brands) - [Pet Food Packaging: FDA Rules to Know](https://www.pkgbranding.com/blog/pet-food-packaging-fda-rules) ![Best package design agencies](https://www.pkgbranding.com/hubfs/badge-package-design-agencies.svg)   Recognized as a Top Package Design Agency on [DesignRush](https://www.designrush.com/agency/package-design) PKG BRAND DESIGN 2045 W Grand Ave, STE B-27332 Chicago, IL 60612-1576 [312.870.9101](tel:+1.312.870.9101) ![PKG Best Packaging Design Agency in Chicago](https://www.pkgbranding.com/hs-fs/hubfs/Screenshot%202025-09-22%20at%2010.33.31%20PM.png?width=722&height=284&name=Screenshot%202025-09-22%20at%2010.33.31%20PM.png) [Request a Free Consultation](https://www.pkgbranding.com/request-a-consultation) [![A Hangar 12 Agency](https://www.pkgbranding.com/hubfs/assets/dev/img/a-hangar12-agency-logo-transparent.png)](https://www.hangar-12.com/) © 2026 PKG Brand Design. All Rights Reserved ![linkedin](https://dc.ads.linkedin.com/collect/?pid=315946&fmt=gif) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kevin Keating at PKG" }, "dateModified" : "April 22, 2016, 12:22:09 AM", "datePublished" : "2012-11-07 18:06:00", "description" : "How do you breathe new life into a classic brand?", "headline" : "How do you breathe new life into a classic brand?", "image" : { "@type" : "ImageObject", "url" : "http://cdn2.hubspot.net/hub/537000/file-4079811011-jpg/blog-files/muellerspkg11.jpg" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/537000/PKG-1.png" }, "name" : "PKG Brand Design" } } ```