Mucky Duck
After 40 years in business and a return to family ownership, Mucky Duck set out to refresh a brand that had been part of people's tables for generations. The goal was to honor its legacy while creating an identity that felt just as bold and memorable as the products themselves.
As Lead Brand Designer, I helped shape a personality-driven identity that celebrated the brand's heritage while giving it a fresh voice for the future.
Brand Strategy
Packaging Design
Verbal Identity
Visual Identity
Website Design
ROLELead Brand Designer
services
Before
After
Mucky Duck needed a personality that could be playful and larger-than-life without losing the warmth behind the brand. “Absurdly wholesome” became the idea that tied those two sides together.
The personality wasn't just visual. It shaped the way Mucky Duck talked, too.
That thinking shaped more than just the visual identity. It became a voice for the brand, too. From product names to packaging copy, we looked for opportunities to make even the smallest moments feel distinctly Mucky Duck.
Brand Personality
Mucky Duck had an expanding lineup of mustards, hot sauces, BBQ sauces, and dressings, so the identity needed to be flexible enough to give each product its own personality while still feeling like part of the same family.
A cast of expressive ducks gave the brand a flexible illustration language that could be adapted across products, campaigns, and experiences.
Built to Flex
Beyond the Shelf
The Mucky Duck personality was designed to live far beyond the shelf, carrying the same playful voice and visual language across billboards, web, social, tradeshows, and more. Each touchpoint gave the brand another opportunity to show up with a little personality.
client: mucky duckRole: Lead brand DesignerCreative Director: Gerald Westlund Agency: TractionYear: 2023CreditsRecognition2024 Dieline Awards 2nd Place: Food Brand Identity SystemsSpotted on BrandNewStaff Pick: Fonts In Use2024 Mid-Michigan Gold Addy: Brand Identity Campaign