Since 1899, Wesson oil has been a staple in American kitchens. Founder David Wesson developed a process for deodorizing cottonseed oil, and the brand would become popular as it was a healthier alternative to animal fats. 

Despite taking a two-decade advertising hiatus, Wesson remained a market leader as the best-selling cooking oil in the US. However, Richardson International felt it was time to give Wesson a makeover. Diving into the archives, the redesign takes advantage of Wesson’s excellent branding history, including 1964’s logo designed by Saul Bass. 

The new bottles avoid falling into a nostalgia trap while finding inspiration in their brand heritage. The packaging uses tri-colored labels and pulls typography from the past, including the original Wesson can. The revised wordmark is much more contemporary, and while the bottle shapes remain the same, a new cap includes a reference to Wesson oil’s purity and 1899 founding and Memphis roots. Additionally, each type of Wesson oil, Canola, Corn, Vegetable, and Best Blend, has its own pleasant color palette, forming an intelligent and cohesive system.