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Squirrel Brand

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Squirrel Brand nut company introduces new logo and brand identity from Straight Forward

Founded in Roxbury, Massachusetts in 1888, Squirrel has become one of America’s most iconic and well-loved nut brands, seen everywhere from Rear Admiral Richard E. Byrd’s pocket as he explored the Antarctic, to Hollywood stars’ dressing rooms. Amidst the challenging business conditions of the pandemic, John B. Sanfilippo & Son (JBSS) wanted to reimagine the Squirrel brand packaging, giving it a reason to exist in a crowded marketplace and in its wider portfolio of brands.

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Mike Foster