‘Dressing up a a legacy brand’
Salad Dressing Case Study
How we helped an established nationwide salad dressing brand create a new, fresh product line.
THE CONTEXT
As part of the legacy, family-owned brand Jimmy’s Dressings, the team behind Avo & Co. wanted to create something new. Something modern, fresh, and community-driven. While Jimmy’s is beloved nationwide for its long history and trusted products, Avo & Co. needed to carve out its own identity. The challenge was building a brand that felt distinct yet still tied to Jimmy’s heritage, while also capturing the spirit of connection that dressings naturally bring to the table.
THE WORK
We partnered with the team to shape a new brand from the ground up. That meant not just naming a product, but creating a story and identity that people could rally around. Avo & Co. was designed to feel lively and inviting — positioning salad dressing as more than just a topping, but a way to bring people together. From the brand voice to visual identity, every element emphasized freshness, fun, and community, while nodding to the quality and legacy of Jimmy’s.
What we did:
Brand Naming: Developed a modern, approachable name that felt distinct from Jimmy’s while still honoring its legacy
Identity Development: Crafted a brand voice and visual feel that emphasized freshness, fun, and togetherness
Positioning: Defined messaging that positioned Avo & Co. as more than a product, an identity and community
Connection to Heritage: Ensured the new brand tied back to Jimmy’s trusted reputation while carving out its own unique space
THE OUTCOME
Avo & Co. launched as a distinct yet connected brand within the Jimmy’s family. With a playful, modern identity and approachable positioning, it stood out in the crowded dressing aisle while honoring the credibility of its roots. The result was a brand that not only looked fresh but also felt like something bigger than a product, a lifestyle and community centered on flavor, freshness, nostalgia, and togetherness. Currently, Avo & Co. can be found around the country in retail stores such as Cub, Target, and Hy-Vee.
THE TAKEAWAY
Sometimes the best brands are more than what’s in the bottle. With Avo & Co., we helped create a modern identity that captured a sense of fun and connection while staying rooted in tradition. When you blend heritage with fresh storytelling, you don’t just launch a new product, you build a brand people want to be part of.
