Mudd Valley | A new beverage line in need of refreshing position in an ultra-competitive marketplace

Walnut Creek Foods sought to develop a new line of bottled teas, lemonades, and fruit punches that would be distributed in markets and grocers nationwide.

 

Walnut Creek partnered with Array to create a package design for its Mudd Valley brand. Mudd Valley is a historic area that was originally settled by Jonas Stutzman in 1809.

 

  • Client:
    Walnut Creek Foods
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  • Brand:
    Mudd Valley
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  • Product:
    Bottled teas, lemonades, and fruit punches
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  • Market:
    Serving the Midwest and beyond!
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  • Services:
    Market & Competitive Analysis; Brand Positioning; Package Design; Logo Design; Illustration; Brand Guidelines; Packaging Production; Website Design

CHALLENGE: Originally created for the café inside the Walnut Creek Cheese & Market retail store, the Mudd Valley brand lacked broader recognition. The challenge was to establish clear brand positioning that reflects the trusted heritage of Walnut Creek Foods while also capturing a modern, cheerful, bright, and fun personality. The packaging needed to break through the clutter of a crowded beverage category with a strategy that is both eye-catching and fresh.

 

SOLUTION: Array positioned the Mudd Valley brand around the concept of “gathering” and crafted the slogan ‘Celebrate Life’s Moments—One Cheerful Sip At A Time’. Array also design a bottle label that was refreshing, but also followed a strategic messaging hierarchy that efficiently communicates beverage flavor, drink type, and the Mudd Valley brand.

  • Logo Design

The original Mudd Valley logo, used at Walnut Creek Cheese & Market, lacked a defined color palette and distinct personality. Array refined the existing mark and introduced a vibrant, cheerful color system that brings the brand to life. Array also created a secondary “MV” icon that will be used strategically on bottle caps and other applications where space is limited. The result is a scalable logo that reflects Mudd Valley’s celebratory spirit.


It’s an uplifting refresh that will resonate with multiple generations of tea lovers.

  • Illustration

With a cohesive style and artistic colorway, custom hand drawn illustrations were created as a key element in the Mudd Valley package design. There are 20+ flavor assortments and each one has a unique illustration while belonging to the overall family. These illustrations are fresh!

 

What I appreciate about the Array Process is the amount of internal review and eyes that go over the designs before they are passed on to the client. Many of the tweaks and adjustments are made there, which saves us time as the customer and results in us seeing some really creative, vetted options for review.

 

Matt Keeler | VP of Sales + Marketing

  • Brand Positioning

Celebrate Life’s Moments

 

Nestled in the heart of Holmes County, Mudd Valley is more than a name; it’s a nod to history. Settled in 1809, Mudd Valley is known for its strong sense of community where families gather and stories are shared.

 

In a world that often feels fast-paced, Mudd Valley beverages stand as a reminder of the beauty found in simplicity and the joy of relationships. So, whether it’s a refreshing iced tea on a front porch or a sweet lemonade at a family gathering, Mudd Valley invites you to celebrate life’s moments—one cheerful sip at a time.

  • Brand Guidelines

Array developed a comprehensive guide for Mudd Valley that captures design information for logo usage, color palette, fonts, and illustrations. The guidelines ensure consistent brand use into the future. Elements documented included: standards for logo usage, approved color, packaging templates, and illustration style. These guidelines will build consistency!