With the rapid growth of plant-based protein, Smithfield sought to introduce a line of products under the Farmland brand. Time was of the essence in a race to launch before competitors. Sustainability and resource management, as well as clean ingredients and all-natural flavors, answered the “why Farmland” question. A breakthrough foam tray made of 50% recycled material enhanced the line's point-of-difference, adding to its consumer appeal.
We crafted a name, brandmark and graphics to differentiate from the core Farmland products, and to clearly convey the plant protein message. We delivered photography with strong appetite appeal and packaging with QR codes linking to recipe ideas, to overcome consumers’ lack of confidence in preparing meat-free meals. We also produced brand guidelines, point-of-sale components, recipe booklets, sales support tools, couponing, internal brand ambassador graphics, and social imagery.
We helped Farmland Foods launch this new sub-brand within a crucial 6-month timeframe.
“Spark’s design work always opens our eyes to new ways to visualize our brand...Spark always delivers with fresh, compelling design.”