CASE STUDY

Aux Délices des Bois

A Packaging System That Scaled A Heritage Brand For National Retail, Created Cohesion Across Line Extensions, And Delivered 25%+ Improvement After Launch

Packaging Design, Brand System Refinement, Messaging + Hierarchy, SKU System

Services

Clearer Buyer Conversations, Stronger Shelf Presence, National Launch Visibility, 25%+ Improvement After Launch

Outcome

Packaging system refresh and line extensions, evolving the brand for national retail while preserving existing brand equity and the original logo

Scope

Scale a heritage brand to feel national-caliber without alienating the existing customers and buyers who already knew and trusted it

Goal

Specialty food buyers and shoppers at national retailers looking for premium, artisan-quality products with real heritage behind them

Audience

+25%

improvement after Launch

Package of Aux Délices des Bois black truffle butter with a pig and mushroom illustration on the label.

BEFORE

AFTER

Aux Délices des Bois had built real brand equity over the years, but the packaging hadn't evolved with the business. As the brand prepared for a national launch and new line extensions, it needed a system that could scale without losing what made it trusted in the first place.

THE STARTING POINT

Aux Délices des Bois had something most emerging brands don't: a heritage worth protecting. But the packaging had outgrown its look, and the brand wasn't fully retail-ready for the national stage. The challenge was a balancing act. Push too far and you risk breaking the equity with existing customers and buyers who already know and trust you. Don't push far enough and you show up to a national launch looking like a regional player.

THE CHALLENGE

We focused on scaling the brand, not reinventing it. The original logo stayed. That was non-negotiable, and the right call. From there, we built a packaging system around it that created cohesion across line extensions, increased visibility for the national launch, and positioned Aux Délices des Bois as an innovator to watch. Every design decision was filtered through one question: does this make the brand feel bigger without making it feel different? The result was a system that honored where the brand came from while showing buyers and shoppers where it was headed.

OUR APPROACH

“As line extensions, our recent projects created harmony and cohesion, increased visibility for a national launch, and gave an enormous boost to M.A.D. as an innovator to watch.”
— Amy Farges, Co-Founder, Aux Délices des Bois
Jar of duck fat on kitchen countertop with garlic, herbs, cutting board, and oil in the background.
Packages of beef tallow and duck fat surrounded by garlic, oil, herbs, salt, and spices on a kitchen counter.
A steak being cooked in a skillet with garlic, herbs, and bubbling butter or sauce.
Person tossing chopped vegetables, including tomatoes, zucchini, mushrooms, and onions, in a skillet in a bright kitchen.
Cooking scallops in a skillet with herbs and garlic, surrounded by ingredients like peppercorns, lemon, thyme, parsley, and a bag of beef tallow.
Three jars of different types of animal fat on a kitchen counter, labeled beef, duck, and wagyu fat. The jars are surrounded by garlic cloves, a small bowl of salt, and a sprig of herbs, with kitchen utensils and a bottle of olive oil in the background.
Shrimp being cooked in a black skillet with seasoning and herbs, with oil splattering.