Jimmy’s is a well-loved local brand with deep roots in Minnesota. But as the food packaging landscape evolved, their labels began to blend in with larger national com­peti­tors. Our brand design team faced the challenge of creating a brand refresh that honored the legacy and famil­iar­ity of Jimmy’s while mod­ern­iz­ing its appeal. The previous packaging lacked dis­tinc­tion on crowded shelves, so we set out to elevate the brand with more clarity, shelf impact, and premium cues while keeping its approach­able, small-batch authenticity.

As one of the few remaining family-owned refrig­er­ated dressing brands in the U.S., Jimmy’s rep­re­sents crafts­man­ship, authen­tic­ity, and Midwest pride. Our team saw an oppor­tu­nity to highlight that story through thought­ful brand sto­ry­telling and CPG design. By cel­e­brat­ing their Minnesota roots and com­mit­ment to small-batch food branding, we posi­tioned Jimmy’s as both a beloved legacy brand and a fresh, relevant choice for today’s shopper.

Working side by side with the Jimmy’s family, Compass Design took a deep dive into the brand’s history, values, and future goals. We explored how the new food packaging design could enhance shelf presence, improve read­abil­ity, and create con­sis­tency across the entire lineup. Every step of the process was built around pre­serv­ing the soul of the brand while giving it room to grow

Our local brand packaging approach focused on evolution, not rein­ven­tion. We refined the typog­ra­phy, color palette, and structure to feel modern yet familiar, creating a visual refresh that captured Jimmy’s Midwest brand identity while keeping it instantly rec­og­niz­able. The updated packaging system balances clean design with character, resulting in a timeless look that is true to Jimmy’s story.

The new packaging design gave Jimmy’s a stronger retail presence and helped drive vis­i­bil­ity in both local and regional markets. The brand refresh rein­forced what customers already love about Jimmy’s: authen­tic­ity, quality, and a family-owned story that continues to resonate. The update has posi­tioned Jimmy’s to thrive for the next gen­er­a­tion while staying grounded in its Minnesota roots.