Welcome to town. Since 1940, Town House has been baking up golden, flaky, buttery goodness and making gathering with the ones who matter easy and delicious. However, the brand’s lack of originality and modernity created challenges for today’s consumer — around communication, shelf standout, and retention. And shoppers perceived Town House as interchangeable with those buttery, salty, round guys. Town House needed to boost taste appeal, increase brand relevance, and drive more meaning and distinction in their logo and name. A new logo stamps our legacy, while a subtle nod to our iconic oval teases the winks and details to be discovered in this town. The new packaging and identity system welcomes you with a warm and layered first impression. On arrival to town, an illustrated row of houses and architectural details reveal our crackers’ shapes and attributes — dressed for holidays, game day, or just Tuesday. Mingling throughout, new mouthwatering imagery whets the appetite and invites you to come join the party. All that’s left to do is come on in: Door’s Open!