I received a phone call from Eileen at S2 Design, saying they wanted to refresh the Goldfish cracker brand. She asked if I was familiar with it. I said, "Funny you should ask. I actually designed it".

I had done the first version for LAGA in 2005, and here I had a chance to redesign my own work for another agency. What a blast! Fortunately, Eileen didn't start the conversation with, "look at this mess we're  starting with."

The team at S2 determined that the core equities of the original logo were the brown coloring and the free-flowing movement. But they were evolving it to a master brand, so they wanted to completely update it to meet the new brand positioning of "joyful moments and a playful spirit". The challenge was to not alienate the current consumers but prime the brand for future growth.

Let me know if I can refresh a brand you're working on. Who knows, maybe I also did the original.