Redesigned packaging leans into the brand’s family farming history and DNA with increased shopability and shelf standout.

Wellshire, a premium brand of natural meat products, tapped long-time partner Little Big Brands to lead a redesign of its portfolio. The work leaned into the brand’s family farming history and DNA, while helping increase shopability and shelf standout.

Since its inception in 1996, Wellshire has been fueled by its passionate pursuit and simple mission to make quality meat products that help people live well. Partnering with farms that are dedicated to humanely raising animals free of antibiotics adds to the feel-good nature of the brand.

The refreshed design leverages this brand purpose with a multi-generational silhouette interacting with animals related to each product and category. The barn logo was refreshed to be bright, airy, and open, a nod to Wellshire’s commitment to the humane treatment of animals.

Consumers weighed in on brand equities which influenced the respectful evolution of the brandmark. Type has been modernized while maintaining the arc and maroon color. On-pack copy was streamlined with key claims strategically prioritized in the communication hierarchy to give consumers a fast, organized read.

“Since we started this journey over two years ago, we spoke directly to dozens of consumers to understand how and why they buy our brand,” says Jeremy Edelman, director of marketing, Wellshire. “We learned a lot about what we were doing right and opportunities to better communicate Wellshire’s values and product attributes.”

“As packaging is the most important touchpoint, we knew we needed to modernize and refine the brand yet keep it familiar so our existing consumer base can still easily locate our products,” Edelman explains. “We wanted our new packaging to communicate our brand promise of ‘helping families live well by eating well every day’ which is why we are driven to provide our consumers with meat raised without antibiotics. Our creative agency, Little Big Brands, really partnered with us from the start to drive home this message and we are extremely proud of the output.”

The redesign started hitting shelves this month. The brand is exclusively sold at Whole Foods Market nationally.

from Packaging Digest