Identity Design

Packaging System Design

Seasonal SKU Development

Secondary Packaging System

Big Spoon Roasters

As Whitley’s Peanut Factory continued to expand its product portfolio, the brand needed a more cohesive identity and packaging system that could support growth while honoring its long-standing heritage. We partnered with the team across identity design, packaging system design, seasonal packaging development, and secondary packaging design to modernize the brand in a thoughtful, evolutionary way. From refining core brand assets and organizing a complex product portfolio to creating scalable systems for seasonal offerings and fulfillment packaging, our work established a stronger foundation for growth while preserving the recognition and trust Whitley’s has built over generations.

  • Our work began with a refinement of the Whitley’s logo, updating its appearance to feel more relevant and contemporary while preserving the familiarity and legacy that loyal customers value. From there, we developed a comprehensive packaging system designed to bring order and clarity to a family of more than 250 SKUs spanning multiple product categories, formats, and packaging types. Through a stronger visual hierarchy, improved messaging structure, and a disciplined system for flavor and product differentiation, we created a more unified brand experience that is easier for consumers to navigate both online and at shelf.

    To support continued growth, we helped introduce a new family of stand-up pouches across multiple sizes and established a scalable framework for future product launches. We also refined the brand’s storytelling and front-panel communication, developing a family of icons that clearly identify flavors, product attributes, and key differentiators. Beyond core packaging, we extended the system to seasonal and limited-time offerings, as well as a suite of branded shipping boxes and fulfillment packaging. Together, these efforts created a flexible, cohesive packaging ecosystem that strengthens the Whitley’s brand while supporting its continued evolution across channels and product lines.

Assorted Whitely's peanut cans and scattered peanuts, featuring flavors like Almonds, Virginia Trail Mix, Jumbo Cashews, Candied Peanuts, Natural Pistachios, and Wyrincina Peanuts, on a white background.
Outdoor picnic table with hot dogs, potato chips, hamburger buns, and condiments. A tub of Whitley's Virginia Peanuts barbecue flavor in the foreground, with a grill in the background.
Collection of Whitley's peanut products including candy peanuts, peanut mix, peanut clusters, almonds, milk chocolate peanut clusters, jumbo cashews, Virginia peanuts, trail mix, peanut brittle, almond clusters, and Virginia peanuts in various flavors and packaging.
Whitley's Virginia peanuts, salted, in a bag, a can, and spilled on a white background.
Close-up of a Wittey's peanut butter jar with a green label on a green surface, with a blurred background of snacks and a soda.
A box of Whitley's peppermint almond clusters white chocolate on a marble kitchen countertop with a wooden cutting board and a plant background.
A burlap sack filled with unsalted roasted jumbo Virginia peanuts, with more peanuts spilled in front and around the sack, and an accompanying cardboard box of salted peanuts, all against a white background.
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Two cans of salted peanuts, one labeled 'Happy Father's Day Jumbo Cashews' and the other 'Happy Father's Day Virginia Peanuts,' with an American beer mug in the background, on a wooden table with a beige tablecloth.
Assorted Whitley's peanut snacks, including dark chocolate almond clusters, salted Virginia peanuts, and Whit's party mix, displayed with a white box in the background.