McClure’s had the goods: bold recipes, a blue-collar work ethic, and cult status in Detroit and beyond. But their brand hadn’t kept pace with their ambition. With new distribution on the horizon and national retailers taking notice, McClure’s needed to go from local darlings to category disruptors — without losing the soul that made them special.
We repositioned McClure’s around a new rallying cry: “Let’s Make Something Great.” Part brand platform, part family philosophy, this line encapsulated their approach to everything — from briny perfection to community building. We rebuilt the brand from the jar out: redesigning packaging, defining voice and tone, and developing an ownable system that could flex across pickles, chips, bloody mary mix, and whatever came next. This was about preserving heritage while inviting the next generation in.
A bold, small-batch brand built on real flavor and family roots.
Built a hardworking persona blending heritage and hustle.
Refined packaging to feel premium yet authentic and handmade.
McClure’s now moves like a brand with scale — but still feels like something passed down in your neighborhood. The “Let’s Make Something Great” platform turned out to be more than marketing — it became the family’s north star, aligning product, story, and mission.
National distribution in Whole Foods, Kroger, and other major retailers
In DTC engagement post-rebrand
Grew from a regional favorite to a recognized premium player in the pickled foods aisle
We didn’t turn McClure’s into something new. We gave the world a better look at what made them great all along — and let the flavor (and story) do the talking.
Let’s make something great.
