BrandOpus designs new uniforms for Oscar Mayer

Global brand agency, BrandOpus, designed new ‘hotdogger’ uniforms for Kraft Heinz-owned American meat and cold cut production company, Oscar Mayer.

The a 13-piece ‘Street Meat’ streetwear collection is another way in which the brand is bringing to life its core belief, ‘never square,’ a celebration of the rhomboid logo. The line combines streetwear trends with meat-inspired touches, from vibrant red bombers with yellow Wienermobile lining, to classic track pants.

It leverages new brand equities, created by BrandOpus, including the brand’s “superpower” yellow, rhomboid icon and custom font.

“Oscar Mayer has been sparking fun for consumers for over a century, so we have continued to lean into this beloved upbeat energy to ramp up for the Street Meat designs. In a market saturated by overhyped streetwear collections and celebrity collabs, Oscar Mayer was uniquely placed to subvert seriousness and spark smiles with a range of street wearables that took inspiration from our recently redesigned Hotdogger uniforms,” says Paul Taylor, chief creative officer and Founding Partner, BrandOpus.

The in a 13-piece ‘Street Meat’ streetwear drop follows a wider brand world launched earlier in the year, with which BrandOpus aimed to bring more meaning and relevance to the 138-year-old brand. The rebrand featured a reinvigorated logo, bespoke font and portfolio of packaging.