Being from the Midwest, I have seen my fair share of regional specialty foods. When I moved to California, there were a number of favorites from home that I was missing, but I also was introduced to a whole new selection of regional favorites.
These familiar tastes of home, and an interest in new culinary discoveries, are the inspiration for You Are Here, a private label brand endorsed by Aero.
Each region has a unique look and feel that reflects the personality of the area.
Not surprisingly, I had a particularly fun time working on the packaging for the Midwest line. We used vintage signage from barns, grocery stores, movie theaters and bars in the Midwest as the inspiration. Copywriting provided an opportunity to further incorporate the personality of the region. A couple of calls home provided more than enough material to utilize. Even the typically unassuming nutrition panel got a dash of personality by titling the ingredients with the familiar “Ya-Gatch-Ur.”