CHANTILLY, VA.  — Firehook Bakery, an artisan baker that makes crackers, has undergone a “vibrant” rebrand across its national portfolio. The rebrand was led by Stranger & Stranger, a branding and design firm.

“Consumers know us for our quality ingredients and craveable crunch, but our name might be one of the best kept secrets in crackers,” said Ellen Howse, chief marketing officer at Firehook, which is a portfolio company of Forward Consumer Partners. “We are excited to introduce the new Firehook look to consumers with a renewed focus on visual appeal and imagery that celebrate the craft, flavor, and heritage behind every cracker.” 

Consumers now will see the company’s name, Firehook, refreshed in orange coloring and modern typeface front and center on its products. The orange color, the company said, represents fire and the company’s passion for making its products in small batches.

The logo also features a “stylized fire hook,” which was inspired by the iron tools bakers used to gather baked foods from stone ovens, according to the company.

The “hand-illustrated graphics honor the simplicity, flavor and premium ingredients found in each product” and feature a “distinctive color palette that heightens appetite appeal while clearly differentiating each flavor variety,” Firehook said.

Illustrations include rosemary sprigs, onion slices and dashes of salt and thyme.

Firehook’s crackers are available in a variety of flavors, including: classic sea salt, rosemary sea salt, everything like the bagel, garlic thyme, multigrain flax and multigrain za’atar.

The company also is unveiling a new website, updated shelf and display merchandising and social content.