Baseball has always been the soul of HomePlate Peanut Butter, which was founded by a group of former Major League Baseball players. But now they wanted to appeal to a wider outdoor audience. The goal was to engage new consumers and stand out on the shelf without abandoning the brand’s baseball roots. The original package, with its neutral colors and black lid, was handsome in hand, but recessive on the shelf. So we utilized a more colorful illustrative label that could depict different outdoor scenes, with subtle nods to baseball. Simple pivots, like a white lid, created more pop on an otherwise dark shelf.