Westminster Bakers Co.

Westminster Oyster Crackers Single Pack

Capturing New England Heritage

It is not often that you get to work on a brand with over 185 years of history.  To move the brand from foodservice to retail, Westminster Cracker Company had to find and express the right brand meaning.  Over the last four years, we have worked with the company to extend the design to over 70 packages and numerous other brand extensions – trade show booths, catalogues, merchandisers, mailers, etc.


Client: Westminster Cracker Company
Delivered: Brand Strategy, Logo DesignPackage Design, Brand Extension Items


Westminster Old and New Packaging


To understand where the organization was at the start of the project, we did a market audit – looking for visual trends to either avoid or take advantage of.

Westminster Bakers Strategy Map
Historical Photo

Exploration & Refinement

Design is an iterative process.  After the first round of creative is presented, we gather the client feedback and further refine the selected designs.  We pull inspiration from all over – across many different categories and centuries.

Westminster Bakers Process


We have now extended the original core line design to many other packages – including the Seasoned, Kids and Saltines lines.

Westminster Seasoned Line
Westminster Kids Packaging
Westminster Saltines Carton
Westminster Infographic

“I am thrilled with the work product from the folks at Seedhouse.  They took my 186 year old brand and made it feel new, relevant, and kept its old school feeling. They made me feel like they were my in-house marketing group.”

Bob Abramowitz

President & CEO, Westminster Cracker Company

Interested? Want to talk about your brand or packaging design? Get in touch.