Three Little Pigs has undertaken a brand redesign, starting off with a new logo and website with products set to hit shelves in January.
The company realized that after 45 years in business, as it expanded its offerings beyond traditional charcuterie, its new items took on different identities and wanted to better reflect modern consumers. With this redesign, the first in more than 25 years, Three Little Pigs is speaking to a more modern audience in order to strengthen its presence in the deli aisle and online. 
The rebrand rolled out with a new website and product line via branding designed by MoxieSozo and website built by Series8.
The new logo, built on existing brand identity with the same circular shape and three pigs, allows the characters of the pigs to stand out. It is complemented with a secondary logo and prioritization of the company’s English name.
With Americans primed for charcuterie and protein as never before, but awareness for liver-based spreads like pâté and mousse low, the design will show the less serious side of Three Little Pigs products and how to enjoy them outside of a formal, charcuterie board setting.
“Our new logo communicates our spirit of joie de vivre to the current consumer and our goal is pâté in every fridge,” said Maha Freij, president of Three Little Pigs, who has been with the company for more than 30 years. “It is a call back to our original logo, and the pigs represent our three founders. It’s a reminder that while we have grown tremendously and look different, to this day, we still manufacture in small batches using the same traditional recipes as when we started in 1975.”
The new branding, which introduces more colorful and modern design elements, is a departure from the traditional or vintage-inspired designs often found in the specialty food aisle. The design hierarchy prominently features the brand’s logo and complements the red-dominant color scheme with triangular colored accents that range from muted to bold depending on the product line.
The branding has been extended via a website with the goal of driving sales and adapting to demand via a more user-centric and responsive resource across all platforms and devices.
Adapting to an increase of direct sales dating prior to the pandemic but ignited in 2020, this “e-comm first” optimization is a direct response to overwhelming consumer demand for specialty, hard-to-find charcuterie across the U.S.
The new packaging is currently available with the new sliced Jambon de Paris, a sliced ham that brings Three Little Pigs’ charcuterie-making skills to the lunchmeat category.
It is currently available for purchase online and in-store at Whole Foods, Gelson’s Market, AJ’s (Arizona), Bristol Farms and other specialty retailers nationwide.
For more information on New York-based Three Little Pigs products and to get a feel for the new branding, visit 3pigs.com/.
