Bringing Some Quirk To The O.P - The Original Pickle

We’re excited to announce that we’ve partnered with US pickle icon Claussen to reinvigorate their visual identity and brand world.


With over 150 years of experience pickling the freshest cucumbers under their belt, Claussen are not your average refrigerated pickle brand – they’re the originators. They came to us with the ambition to increase relevance for the modern-day consumer and drive growth within the chilled aisle.


We sought to evolve their brand touchpoints to feel cool and contemporary, without losing the familiarity that the pickle brand is known for. They’re the O.P – the Original Pickle, so we wanted the brand world to reflect their status of being a little unexpected and unusual, whilst still capturing its rich 150-year-old heritage.


Our latest work brings together a cohesive set of distinctive visual assets that play on the notion of true originality. BrandOpus Creative Director, Ellen Munro commented “Claussen are icons amongst the pickle world. Our ambition was to package up their heritage, experience and personality into one strong brand narrative and create a fresh visual identity with ownable equities that could live off-pack”.


Claussen follow the sun for the freshest cucumbers, select only the best quality, and get these from vine to jar in 10 day or less. The new visual approach celebrates the brand’s intricate craft by introducing playful hand-crafted illustrations designed by illustrator, Carmi Grau. The quirky visuals bring to life the story of Claussen in a more modern way, whilst still paying homage to their approach of ‘Keeping it Original’.


The new look and feel strikes the strategic balance between old and new - re-energising Claussen for a modern market, without alienating existing consumers. We kept and built on key heritage equities within the brand, including its simple iconic red and green color palette and classic glass jar shape. Confident uppercase typography and unique messaging inspired by the brand’s roots was also crafted within the brand toolkit.


You’ll find the brand world live across their new website and social channels.


“Our ambition was to package up their heritage, experience and personality into one strong brand narrative and create a fresh visual identity with ownable equities that could live off-pack.”

Ellen Munro, Creative Director
BrandOpus