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Wellshire 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 offerings along with the making of their nutritious and safe. 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, sales performance and market position for:
Tastes and expectations: The fresh design needed to align with current trends, aesthetics and values of the company (e.g., sustainability, modernity, and minimalism).
Stands Out on Shelf: In a crowded supermarket, a unique, eye-catching packaging differentiates their products 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 package sizes and used materials to make the packaging more convenient and sustainable.
Waste Reduction: The new packaging is more efficient in production thus improving the brand's sustainability efforts for a greener planet. Land O' Frost is very focused on being more sustainable with packaging being a key part of their company's efforts.
Improved Communication: They wanted to make the labeling easier to read at a glance — in nutritional content but also in the benefits/nutrition claims and messaging for the busy shopper. They wanted a faster and more useful sales experience for shoppers.
In partnership with the creative director and redesign agency, I was excited to roll out the new Wellshire brand to life by executing the new brand artwork. 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 flavoring differentiators. The typographical hierarchy adhered to the US nutrition standards for packaging and legal specificities with products and was executed in 7-8 spot colors. Features/benefits were prominently displayed for easy consumer use.
It was an extensive redesign that brought a lovely return in sales. Incredibly well received by the public, the packaging is truly attractive on store shelves and positions the brand 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.
