1. STREIT’S REDESIGN: A PROPOSAL
MIRIAM HIERSTEINER
JANUARY 2010
PORTFOLIO & PROCESS

2. THE COMPANY
Streit’s Matzo is a kosher foods manufacturer
based in Manhattan. The company was
started in 1916 by Aaron Streit in the Lower
East Side. It was, and continues to be, a family
run business. The original product was Matzo,
a traditional Jewish cracker bread eaten
during Passover, or Pesach. Matzo is a cer-
emonial food and must be created under strict
supervision of a Rabbi. During Passover, jews
are forbidden to eat any food product that
has been leavened with yeast. This tradition
harkens back to the story of Moses and the
Jewish exodus from Egypt described in the old
testament. Streit’s Matzo was made by hand
until 1925 when the company opened a matzo
factory. The factory still inhabits the same
four buildings on Rivington Street. Streit’s is
the only family owned and operated matzo
company in America.
Over the years, Streits has expanded and
now manufactures many varieties of Kosher
foods: mixes, soups, noodles, desserts, pickles,
seasonings etc. The company has a loyal
following and strong brand association among
Kosher Jews in the United States. This is a very
strong foundation, but Streit’s has not yet ex-
plored the business opportunity of appealing
to non-Jewish consumers and “foodie” Jews
who might respond to organic, local, and/or
gourme kosher offerings. w

3. THE OPPORTUNITY
There are populations of Jews and non-Jews
alike who are interested in the possibility of
gourmet Kosher food products. Kim Severson,
in her article “For Some, ‘Kosher’ Equals
Pure” in the New York Times, explores the
population of New Yorkers who eat kosher
products because of the ethical/dietary
“purity” that these products exhibit. In ad-
dition, The new grocery store Pomagranate
in Brooklyn (where the largest populaion of
Orthodox Jews in the United States resides)
has been hailed as a “kosher Whole Foods”. I
think that Streit’s could ride the wave of this
movement.

4. REDESIGN: STREIT’S BEFORE (PACKAGING)
When looking at the packaging of Streit’s base. The company can update the branding
products, I am amazed at the inconsistancy. and packaging while maintaining the simple,
As far as I can tell, the only consistant factor is retro feel. These elements of the brand allow
the typestyle on the logo. This is probably one consumers to understand Streit’s as a family-
of the greatest problems with the brand: they owned, neighborhood oriented, 100 year old
have a loyal Kosher following who would rec- trusted company. The modern spin will appeal
ognize the name no matter how the product is to new consumers: “gourmet” shoppers with
presented. However, if Streit’s wants to broaden a desire to shop locally, eat in an eco-friendly
their appeal, they need to create a system so manner.
that consumers recognize their brand.
In terms of aethetics, there seems to be little
or no effort to update the packaging of Streit’s
large offering of Kosher goods. Again, the
company is banking on their reputation in
Kosher households and not on the appeal of
their packages. This needs to change, however
Streit’s does not want to alienate their existing

5. REDESIGN: STREIT’S BEFORE (WEBSITE)
The web site is not a disaster, as I had anticipat- the pros of a Kosher diet. On the Manischewitz
ed when I looked at the packaging. It is obvious website (a competitor of Streit’s in the kosher
that Streit’s made an effort to have a functional market), they include a glossary of terms. This
web presence. On the site, the company is would also be helpful on the Streit’s site. In
pushing the same old-school, historically backed addition, a database of recipes and discussion
story. They introduce a slogan: “The taste of boards for people to communicate with each
a memory...since 1925”. They establish brand other regarding their experiences in Kosher
colors ( gold, red, white, and navy blue) and eating.
use the logo as a consistent element on each In redesigning the site, I would re-evaluate the
page. In addition, I think that the grid system is color scheme and the typography.
pretty sucessful in organizing information.
In terms of the proposed re-branding, I think
the website is missing some key opportunities.
If the company is reaching out to a new demo-
graphic, it would be important for the website
to explain what it means to eat Kosher. This
would allow potential consumers to understand

6. THE IDEA
I am interested in re-branding the company consider using some of his elegant forms or
with a simple, typographically-driven identity forms that are inspired by his work in my
system, which may or may not include a rebranding.
complete rehaul or minor tweeking of the I am also looking at the branding/packaging
logo. I look in several stores and online for work of Louise Filli, who has sucessfully
some inspiration, looking specifically at food channeled the dated identities of a number
packaging systems that use simplicity to of companies and created retro yet modern
communicate sophistication, finding some systems (Good Housekeeping rebrand, for
examples shown here. example.)
Because these are Kosher products, I want the
packaging to speak to a cultural past, and
I think a great and sophisticated way to do
this would be to play with hebrew lettering.
I am inspired by the work of Israeli graphic
designer/typographer Oded Ezer and would

7. THE GAMEPLAN
I will be re-designing the logo, the letterhead
and the promotional items for Streit’s Matzo.
WEDNESDAY, FEBRUARY 17th: Re-worked
logo and three packaging, letterhead, and
promotional ideas.
WEDNESDAY, FEBRUARY 24: Final identity
system, packaging system, and promotional
system.