To help re-envision Stouffer’s for the future, we built on existing visual equities while creating a distinctive and compelling visual positioning. We unveiled management’s and consumer’s visual ideal to get a rich semiotic understanding, then deconstructed the category codes to identify areas of visual opportunity for Stouffer’s. We unearthed the semiotic codes for the brand’s building blocks (attributes, essence, values and vision) and created the visual position of “Fresh Comfort” to energize and modernize the brand, complete with IS and IS NOT guardrails.