Sauer Brands switches its look with rebranding

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Print this page By Kate Andrews | .(JavaScript must be enabled to view this email address)

Sauer Brands Inc., the Richmond-based spice and seasoning company that recently changed ownership, has launched a new logo and packaging design for its products, including spices, extracts, seasoning mixes and condiments. Green caps and larger lettering are part of the new look.

Richmond ad agency Elevation designed the rebrand, which is expected to be used on all 175 of Sauer’s products by early 2020. Formerly known as C.F. Sauer Co. and founded in 1887 by Conrad Frederick Sauer, the company was sold in July by the Sauer family to North Carolina private equity firm Falfurrias Capital Group.

Aside from the Sauer’s brands, the company owns Duke’s Mayonnaise, Gold Medal, BAMA and The Spice Hunter. William W. “Bill” Lovette is Sauer Brands’ interim CEO and executive chairman.

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