In its 65-year history, McClancy Seasoning has changed its corporate identity a number of times. Therefore, Walker's goal was to create a timeless identity that would bring consistent recognition to their brand for years to come. The lion's head image was chosen to represent the strength, stability and longevity of the company. It also represents the history of the name—often found on the shields of families with variations of the name McClancy. Though well-known for providing great seasoning products to the food industry, the client wanted their new identity to speak to the full line of innovative food industry products they provide. An industry anchor commonly referred to as just "McClancy," the identity needed to say something special about this established company. The tag "Purveyors of Innovation" communicates both McClancy's history in the industry as well as their relativity for both today and the future.