A venture capital group acquired Jurgensen’s, a Southern California specialty market, and the new owners were committed to re-establishing the store as the preeminent leader in specialty foods, wines and gifts. Jurgensen’s was faced with daunting tasks: The brand had become tired. A renergized brand image must confirm the allegiance of long-time loyal customers, gain back customers that had drifted away and broaden its constituent base by appealing to an increasingly younger and affluent suburbia. To help achieve these goals, Leader Creative was asked to contemporize the Jurgensen’s brand and refresh the organization’s marketing communications, house packaging and store environments. Leader Creative also wrote, designed and produced the 75-page Jurgensen’s holiday gift catalog which won several design awards over consecutive years.