Work

Lou’s Garrett Valley Naturals

Wellshire Farms

1 of 3

Wellshire Farms engaged us to develop a new brand name, brand identity and package design system for Garrett County, a line of all natural meat products, to generate brand awareness, improve sales and establish an appeal
that aligns with the “family owned“ brand personality. Our new brand name for the line, Lou's Garrett Valley Naturals, romanticizes the location while communcating family values and all natural. The new brand identity’s simplicity conveys that these products are hand-crafted, not mass produced. The new package design is clean and contemporary, evoking a higher perceived value. Marketing communication is simplified and better organized while claims speak to the core Wellshire Farms family mantra in the form of a promise of quality and pureness.

Industry:

Food & Beverage

Disciplines:

Pre-Design Research, Name Development, Structure Design,
Identity Design, Package Design System Development, Brand Integration,
Brand Standardization

Brand Analysis Tells a Family Story

We conducted an analysis of the Garrett County brand, as well as an analysis of the inherent values that define Wellshire Farms as a company, to uncover key attributes to leverage in the design development process. What did we learn? Both brand and company stand for small family values, honesty, integrity, transparency, high-quality and all natural in the truest definition of the term.

These insights, along with the results of our research of the competitive offering within the all natural meats category, revealed that the brand should be renamed, the identity revitalized, and the package design system refreshed.

A New Name You Can Trust

Why rename the brand? It was clear to us that the name Garrett County did not convey that the products are all natural. It calls to mind a geographical location rather than a place where wholesome, family farm-raised food products were produced. Most importantly, we felt that Wellshire Farms’ owner, Louis B. Colameco III, should become part of the name to assure consumers that there’s a visible, accessible person that they can trust behind the brand. Our solution: Lou’s Garrett Valley Naturals.

Brand Identity Design

Presenting the new brand name in a new brand identity became our next focus. We wanted to create a mark that appeared hand-made or artisanal, much like the brand and its products. We presented potential solutions to Wellshire Farms, honing in on the optimal choice that we felt would represent the brand best – a hand-written script for Lou’s and Naturals contrasts the whimsical, hand-lettered font for Garrett Valley within a hand-drawn, scallop-edged frame. Two simple leaves “grow” from the letterforms to convey natural.

Package Design System Development

We knew the package design architecture needed to be simplified and a new hierarchy established for brand communication. The previous package design was overly busy, making it difficult for consumers to visually isolate key product information. In this category, consumers respond best to clean, simple products in clean, simple packaging.

Our solution for the new package design system is uncluttered, bringing the principal brand communication out quickly for the consumer. Impactful product imagery photographed on a white plate with simple garnish to indicate variety flavor shows appetite appeal and communicates pureness. The soft blue background color is reminiscent of clear skies and clean air.

A Future with Promise

Lou’s Garrett Valley Naturals now has a great foundation to build upon as it looks forward to a bright future where consumers will increasingly value what this brand has to offer.

“Our brand is a solemn promise to our customers. We needed to fully express its values in the retail marketplace. Ted and his team gave us valuable insights on how to maximize our all natural brand.
By establishing a new brand identity and refreshing our packaging, we feel our products are better differentiated at retail. Building trust with consumers – that’s what it’s all about. Design Force helped
us to achieve that.”

Louis B. Colameco III - President, Wellshire Farms, Inc.

back to gallery