St. Joseph —

A century-old medicine cabinet staple leans into its American roots.

The Project

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.
St. Joseph Aspirin Carton Design
St. Joseph Aspirin Doctor Recommended
St. Joseph Aspirin Before GGB

Before GGB