Bringing a 100+ Year Legacy Brand Into a Bold New Brand
When you’ve been around for more than a century, your story matters. W.R. Allen, a fifth-generation, family-run wild Maine blueberry business, has been growing, harvesting, and packing blueberries since 1912. Their reputation was built the old-fashioned way: hard work, stewardship of the land, and a deep respect for tradition.
But their visual brand and messaging hadn’t evolved in years. As they prepared to launch new retail-ready frozen blueberry packaging in 1 lb and 3 lb sizes, they saw an opportunity: refresh the brand from the ground up so their story, look, and voice were as bold as the blueberries they’re known for.
That’s where Hallee Design Co., Poesy Co., and Nimble Pixel Studio came in.
Working with Jordan from Poesy Co., we started with a deep dive into W.R. Allen’s history, values, and market position. We spoke with the team, reviewed archives, and got to know their process from field to freezer.
This gave us the raw material for:
Brand Voice & Tone: Proud, Downeast Maine-grounded, with a deep respect for tradition and legacy.
Updated Brand Positioning: Connecting their fifth-generation heritage with a promise of unmatched flavor and quality.
Tagline: From our hands to your home, the wild flavor of Maine, since 1912.
Step One: Grounding in Story & Heritage
This foundation drove every creative decision that followed, from the words on their website (to be launched soon!) to the shape of their new logo.
Nimble Pixel Studio worked with Ken from Hallee Design Co. to create a design for a logo that felt timeless yet adaptable for modern packaging. This meant:
Honoring the “wild” Maine identity without leaning on clichés
Designing for versatility - from large-scale, like the side of their processing facility to small frozen packaging labels
Creating a clean, confident logo that works in single color, full color, and on various backgrounds
Step Two: Balancing Past & Future
The Result
The final logo honors the land, the product, and the people behind it. It feels as at home on a truck driving down Maine’s coast as it does in the freezer aisle of your local grocer. More than just a new look, it’s a visual handshake and relationship builder. Connecting a history with a future that’s still growing.
For Jess, this wasn’t just another branding project, it was personal.
Growing up in a family that once tended wild blueberry fields in Downeast Maine, the small of summer harvest and the sight of low-bush barrens turning crimson in the fall (like the one above) carry more than nostalgia; they carry pride.
Working with W.R. Allen meant telling a story she already knew by heart, the rhythm of the seasons, the heat of harvest days, and the kind of family tradition you can taste in every bite. Helping Allen’s bring that legacy to life through words, visuals, and packaging (COMING SOON!!) was a rare chance to merge professional expertise with a deeply personal connection.
Why We Loved this Project
Coming Soon…
Designed 1 lb & 3 lb bags, and refreshed website.