We worked together with Butterball to revitalize the brand and build recognition in its ability to meet contemporary consumer needs year-round. Achieved through an integrated process that included brand strategy, brand architecture, consumer research, and brand redesign, we helped the Butterball team take the brand from a once-a-year Thanksgiving dinner to an every day celebration. Key to the project's success was the creation of the Every Day sub-brand, designed to expand the cooking of Butterball turkey to everyday lunches and dinners by making life easier, healthier, and good tasting. All of this was achieved while protecting the core design assets of the Butteball brand, a true American icon.