As Americans have relied on St. Joseph Aspirin for over 100 years as a household staple, it was key to move the memorable equities forward while strengthening the brand name to become more readily found on shelf. GGB created a strong American emblem brandmark to highlight the new verbal branding—USA Manufactured with Pride—and the colors were freshened for a more modern palette. The brand has been carefully reimagined and imbued with classic, timeless cues to regain consumer appraisal and rediscovery as the most trusted aspirin in America.