Stone & Skillet

Stone & Skillet went from a farmers’ market discovery to a New England Whole Foods staple in matter of months. But the identity of the Boston-born English muffin company hadn’t kept pace with the product’s success. Wedge was hired to a create a distinct and memorable brand for the retail shelf that could carry their honest craft into the next stage of growth.

The answer was already in the name. The skillet speaks to how it started, how it’s made, and the honest craft behind the product. We made it the signature. Simple enough to remember, distinct enough to build equity in the name.

Establishing Stone & Skillet as the new English muffin. The skillet anchors a brand world of warmth, rich color, and a distinct heritage. To compliment the brand world, we tapped fashion photographer Paul Hempstead to bring a contemporary take to how food actually lives in our daily lives, giving a familiar staple a fresh point of view.

The brand’s national expansion continued with a launch across 600+ Target locations and $5M in funding to support further growth into the West Coast.