Ma Baensch

The brand already had all the right ingredients: a recognizable name, a quirky sense of humor, a memorable fish mascot, and generations of customer loyalty. The challenge was that the visual identity hadn’t caught up to the personality behind it. The experience felt more conservative than the brand actually was.

The refresh focused on honoring that legacy while bringing new energy into the brand system. Existing elements like the bold two-color palette and recognizable logotype were intentionally preserved to maintain familiarity and trust, while new visual layers introduced movement, humor, and personality. Waves, bubbles, expressive typography, playful illustrations, and refreshed layouts helped the brand finally feel as lively as its voice.

Over the years, the work expanded far beyond the original website into a full visual evolution across both digital and physical touchpoints.

The brand transformation included:

• A refreshed logo system and updated fish icon
• Redesigned jar labels and packaging elements
• Marketing materials and promotional collateral
• Print and digital advertising
• Building banners and environmental graphics
• Social media graphics and branded merchandise
• A bright, responsive website designed to feel approachable, energetic, and easy to navigate

The website experience was designed to do more than showcase products. It became a space to celebrate the brand’s heritage, highlight its playful tone, help customers easily find products in stores, and create moments of engagement through recipes, storytelling, and bold visuals.

The result:
A brand that still feels unmistakably Ma Baensch, just more confident, expressive, and alive. A modern evolution that respects the past while continuing to earn its place with a new generation of customers.