Over the years the brand had diluted. Listen were asked to bring the brand back in line without losing the essence and history of the brand.
All the logotypes and brand elements were standardised including the creation of a new, more modern portrait of Uncle Joe. These were then applied to all packaging, POS, print and web.
The inspiration for the creative came from the long history of the brand, which was reintroduced as a core design element, using the founder's signature along with the founding date.