Never Square

Be more Oscar. Oscar Mayer has always held a special place in America’s heart.

From its infamous bologna and wiener jingles to its 27-foot long wienermobile, the icon has a rich history of sparking smiles and uniting people around a love of meat.

For its first overhaul in 138 years, we set out to bring more meaning and relevance at a masterbrand level, uniting all its products – from bacon and hot dogs to deli meat – under one brand & solid narrative that feels loudly and proudly Oscar Mayer.

Oscar Mayer has always believed in taking its meat seriously, but not itself.

We created a distinctive narrative, which, just like the logo, is never square. Celebrating the iconic rhomboid logo with a bold and straightforward design amplifies the brand’s uncomplicated approach to meats, with a similarly uncomplicated aesthetic.

We elevated the wienermobile to be a core brand asset through a playful illustration style that extended into the brand world. Driving the iconic yellow, Oscar Mayer’s superpower, to inject happiness into the brand. Alongside a bespoke light-hearted typeface and vividly expressive photography style, the never square brand renovation aims to spark smiles, today and tomorrow.

MILLER GENUINE DRAFT