We love being able to showcase what makes a business unique. And Ruth's Vegetarian Gourmet certainly has a unique story to share. Decades before plant-based meals were even trendy, Doris Ruth was joyfully experimenting with simple, wholesome vegetarian recipes in her humble Midwest kitchen. Doris Ruth's delicious experiments ended up inspiring her kids that ultimately lead to the opening of Ruth's. Ruth's is family owned and operated, with their vegetarian recipes locally made in Two Harbors, MN. We partnered with the Ruth team to develop a brand and packaging for the company that wouldn't just stand out on shelves but would also help shine a light on the business' roots.

Through collaboration, we created a new identity focused around Doris Ruth. We chose to feature Doris as the face of the brand to showcase the inspiration for the company as well as build a greater connection with consumers. Starting with our hand-drawn illustration, we included Doris within a badge-style logo to incorporate a classic, traditional feel.

Doris' face was designed to be a focal point on Ruth's packaging; however, we created  her use to be flexible. Other brand pieces were developed to utilize Doris as a faded background element. This allows for imagery of the food to take precedent. Ruth's rebranded packaging also has several nods to their local ties. These are woven in using Minnesota icons as well as a soften backdrop of Two Harbors.As Ruth's prided themselves on providing good, real comfort food, we revised the way their products are presented. We elevated the photography to capture various ways the food could be incorporated into mouth-watering meals. We dare you to see these and not want to take a bite!