ICONIC BRANDS, BY DESIGN

ICONS OF CONSUMER-PACKAGED GOODS:
BRANDS THAT TRUST FISHER DESIGN

Approximate 7-9 Minute Read

Great brands don’t just happen. They are built over time, shaped by history, culture, and the changing desires of consumers. Over the course of almost 70 years, Fisher Design has had the privilege of working with some of the most iconic consumer packaged goods brands in American history—brands that have left an undeniable mark on culture, industry, and the everyday lives of millions. So, we thought we’d take a look at the rich histories of some of our most legendary clients, highlighting when, where, and why they began, and the lasting impact they’ve made on both the U.S. and the world.

Winchester: The Brand That Won the West
Founded in 1866 in New Haven, Connecticut, Winchester Repeating Arms Company became synonymous with the rugged spirit of the American frontier. Oliver Winchester’s innovation in lever-action rifles revolutionized firearms, making them faster, more reliable, and accessible to pioneers, law enforcement, and the military. From the Civil War to Hollywood Westerns, Winchester has embedded itself in American folklore. Beyond firearms, Winchester has also made an impact in the outdoor sporting industry, further solidifying its place as an enduring symbol of American resilience.

Huffy Bicycles: Paving the Way for Generations of Riders
Born in 1892 in Dayton, Ohio, Huffy Bicycles had a simple mission: to make bicycles more accessible to everyday Americans. Originally producing sewing machines, George Huffman shifted the company’s focus to bicycles, and by the mid-20th century, Huffy had become one of the most recognizable bike brands in the country. Whether it was the banana-seat bicycles of the 1960s or the rugged BMX models of the 1980s, Huffy played a major role in shaping childhood memories and fostering America’s love for cycling.

Butterball: America’s Thanksgiving Staple
Butterball traces its roots to 1954 in North Carolina, when Leo Peters developed a process for raising larger, meatier turkeys. By the 1970s, the brand had become a household name, forever changing the Thanksgiving table. The Butterball Turkey Talk-Line, launched in 1981, became an iconic part of American holiday tradition, offering real-time help to home cooks across the country. Butterball’s influence has gone global, with its turkeys now sold in over 50 countries, proving that great food traditions transcend borders.

Spangler Candy: A Sweet Piece of Americana
Since its founding in 1906 in Bryan, Ohio, Spangler Candy Company has been a staple in the world of confectionery. From Dum Dums lollipops to candy canes, Spangler has been a perennial favorite for generations of American children. Their products have become holiday essentials, and their commitment to quality and nostalgia has kept them relevant for more than a century. As one of the few remaining family-owned candy companies, Spangler represents the enduring charm of classic American sweets.

Kenner Toys: Bringing Childhood Imagination to Life
Founded in 1947 in Cincinnati, Ohio, Kenner Toys is responsible for some of the most beloved toys of all time. The brand was behind the original Star Wars action figures (an early Fisher Design project), transforming the toy industry by proving that movie merchandise could become a cultural phenomenon. From Easy-Bake Ovens to Ghostbusters toys, Kenner fueled countless childhoods before being acquired by Hasbro. Even decades later, Kenner’s influence continues through the collectibles and nostalgia markets.

Under Armour: Redefining Performance Apparel
Under Armour burst onto the scene in 1996, founded by former football player Kevin Plank in Baltimore, Maryland. His goal was simple: to create performance gear that wicks away sweat better than cotton. Within a few years, Under Armour became a dominant force in athletic wear, challenging giants like Nike and Adidas. Its compression shirts, innovative fabric technologies, and bold marketing campaigns have revolutionized sports apparel, making Under Armour a brand that athletes and fitness enthusiasts around the world swear by. It was a blessing and privilege to help the brand expand into other categories like tactical, mountain and hunting.

Marmot: Pioneering Outdoor Excellence
Born in 1974 in Grand Junction, Colorado, Marmot was founded by two college students who were passionate about mountaineering. Their mission was to create the highest-quality outdoor gear for extreme conditions. From Himalayan expeditions to weekend hikes, Marmot’s jackets, tents, and sleeping bags have been trusted by adventurers for decades. The brand has been a leader in sustainable outdoor gear and continues to push the boundaries of performance wear for those who dare to explore the wild.

Lucky Strike: The Cigarette That Defined an Era
First launched in 1871, Lucky Strike became one of the most recognizable cigarette brands in the world. Originally a chewing tobacco brand, it evolved into cigarettes and gained popularity during World War I and II, when soldiers were issued Lucky Strikes as part of their rations. The brand’s bold advertising, iconic green-to-white packaging change in the 1940s, and connection to pop culture—most notably in Mad Men—cemented its place in American history. Though smoking trends have changed, Lucky Strike remains a symbol of vintage Americana and classic advertising.

Polaris: Engineering Adventure Since 1954
Founded in 1954 in Roseau, Minnesota, Polaris is a pioneer in the world of off-road vehicles. Best known for its ATVs, snowmobiles, and side-by-sides, Polaris has played a crucial role in shaping outdoor adventure culture. From farmers and hunters to adrenaline-seeking off-road enthusiasts, Polaris has created vehicles that cater to both work and play. Its commitment to innovation and rugged durability has made it a global leader in powersports, with a reputation for pushing the limits of adventure.

Snapple: The Drink That Made Beverages Fun
Founded in 1972 in Long Island, New York, Snapple revolutionized the beverage industry with its unique fruit-flavored teas and juices. With quirky advertising campaigns, offbeat trivia under its bottle caps, and a reputation for using high-quality ingredients, Snapple quickly became a cultural staple. The brand's humorous and offbeat marketing strategies set it apart from traditional soda giants, making Snapple a favorite among consumers looking for something refreshing and fun.

The Common Thread?
Beyond their partnership with Fisher Design, these brands share several key attributes that have contributed to their longevity, cultural significance, and consumer loyalty.

They Are Category Leaders
Each of these brands has dominated its industry or redefined a product category. They weren’t just participants in their industries—they set the trends and established benchmarks for competitors to follow.

• Winchester revolutionized firearms.
• Huffy set the standard for bicycles.
• Under Armour disrupted athletic apparel.
• Polaris pushed the boundaries of off-road adventure.

They Have Deep Cultural Roots
Each brand has become more than just a product—it’s part of pop culture. They’ve all transcended their industries to become embedded in everyday life and cultural traditions.

• Kenner Toys shaped childhoods through Star Wars and other iconic toys.
• Lucky Strike became a symbol of vintage Americana.
• Snapple created a quirky, fun beverage culture with its bottle cap facts and humor-driven marketing.
• Butterball isn’t just a turkey brand—it’s synonymous with Thanksgiving in the U.S.

They Are Brands That Evolved to Stay Relevant
Longevity in the consumer market requires adaptation. These brands have all demonstrated the ability to evolve with the times without losing their core identity. Instead of fading into history, they have stayed relevant by listening to consumers and adapting to new trends.

• Huffy pivoted from classic bicycles to BMX and mountain bikes as consumer needs changed.
• Under Armour expanded beyond performance apparel into footwear and tech-driven fitness products.
• Marmot continues to push sustainability and eco-friendly performance gear.

They Are Built on Innovation
Whether through engineering, marketing, or product development, these brands are innovators. Their ability to push boundaries and think ahead is a shared trait that has kept them ahead of the competition.

• Winchester’s lever-action rifle was a game-changer for firearms.
• Spangler Candy has kept its classic candy lineup fresh while introducing new flavors and treats.
• Polaris continuously leads in power sports innovation, expanding from snowmobiles to ATVs and electric vehicles.

They Inspire Brand Loyalty Across Generations
Many of these brands have multi-generational customer bases. By maintaining a strong emotional connection with consumers, these brands have built lifelong relationships with their audiences.

• Most adults today will purchase a Huffy for their child, coming full circle and connecting to memories when they first learned to ride a bike.
• Winchester firearms are often heirlooms.
• Spangler’s Dum Dums and candy canes have been a part of childhood for over a century.
  
  

The Brands That Trust Fisher Design
Each of these brands has a storied past, a cultural footprint, and a legacy that continues to evolve. At Fisher Design, we are honored to have played a role in shaping their branding and communications over the years. Whether it’s helping heritage brands modernize, guiding new disruptors in making their mark, or refining storytelling for the next generation, Fisher Design understands what it takes to turn a great product into a household name.