Manischewitz is probably the most familiar kosher food brand on grocery shelves, but its bland identity and packaging didn’t make it stand out. Loyal and long-time customers would search it out, but not new and/or younger audiences.
Jones Knowles Ritchie recently gave the brand a major rebrand, completing a plan that was launched in 2019: to attract new customers who may never have considered kosher foods.
Shani Seidman, CMO of Kayco, the parent company for Manischewitz, explains the rebrand in a press release. “Manischewitz is not just about food; it's about stories, heritage, and a sense of belonging. Through this rebranding, we aim to capture the hearts of the culturally curious and kosher-keeping alike, offering a taste of Jewish tradition that's accessible to all.”
The most noticeable change is a rich, warm color palette of reds, yellows, and browns that suggest enjoyment and well-being. The updated wordmark has been released from its old badge; it now arches like a sunrise, a much more arresting presentation. New Yorker-like cartoons populate the packaging and marketing. These show the foods in real-life situations—enjoyed at family dinners, being prepared in the kitchen, and as snacks with friends—transforming what might have previously been seen starchy, austere, religious fare into real comfort food that anyone can enjoy.
https://thedieline.com/blog/2024/3/28/jkr-gives-manischewitz-a-comforting-new-look