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Wellshire began in 1996 and is the leader in the all natural meat industry. Their products are meticulously crafted and REALLY quite tasty. They are dedicated to modern innovation in their products along with the making of their products and provide well-made, safe meats. To keep their brand in the forefront of people's consciousness, they went forward with a brand redesign. The redesigning was strategic for several reasons and aimed at improving the product’s appeal, performance, or market position for:
Tastes and expectations: The fresh design aligned with current trends, aesthetics and values of the company (e.g., sustainability, modernity, and minimalism)
Stands Out on Shelf: In a crowded supermarket, the unique, eye-catching packaging differentiates their product from competitors and attracts consumer attention
Highlight Key Features: The redesign better communicates product benefits, usage instructions and key features in a more visually friendly and clearer way
Functionality Improvements: The packaging featured new improvements in size and materials to make the packaging more convenient and sustainable
Waste Reduction: The new packaging uses less materials and is more efficient in production thus improving the brand's sustainability efforts
Improved Communication: They wanted to make the labeling easier to read at a glance and clearer — in nutritional content but also in the benefits and nutrition claims that focused on clearer messaging for the busy shopper - to enhance the sales experience
Land O Frost is very focused on being more sustainable with packaging being a key part of their company's efforts
In partnership with the creative director and redesign agency, I was excited to bring the new Wellshire brand to life by executing the new brand packaging. This project included; all the promotional/seasonal products, deli and institutional items along with the Wellshire's main in-store retail products. Items featured a unique silhouette of the meat type, a color system of product (turkey, chicken, pork, beef) along with branding colors to help consumers differentiate flavors. The typographical hierarchy adhered to the US nutrition standards for packaging and legal specificities with products being done in 7-8 color spot. The features and benefits were prominently displayed for easy consumer readability
It was an extensive redesign that brought a lovely return in sales. It was incredibly well received by the public and is truly attractive on store shelves. It represents the brand incredibly well. It was also perhaps one of my favorite clients to work with. Land O Frost is an incredibly lovely family-run company that makes truly wonderful products. One instantly becomes part of the family. I loved this project and the people connected with it
