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Article | April 10, 2011
New design takes 'natural' brand to the next level
Wellshire Farms’ Lou’s Garrett Valley Naturals goes contemporary with a simple visual hierarchy that’s easy to follow.
Well-branded natural products are good examples that represent a “higher order of benefits.” Beyond sales, they’re about people and offering healthier, better choices, as well as a profound respect for Earth. They’re about loving craftsmanship rather than mass production, as well as heart and soul. But at some point, they mature, and a good example is Wellshire Farms’ Garrett County brand. Design Force recently contemporized the brand by updating it through graphic design on a paperboard carton. The brand was renamed Lou’s Garrett Valley Naturals for Wellshire Farms owner Louis B. Colameco III. “Our brand is a solemn promise to our customers. We needed to fully express its values in the retail marketplace,” Colameco says. After renaming the brand, the focus turned to presenting a fresh brand identity, and it was decided to create an identity perceived as handcrafted or artisanal rather than mass-produced. The new brand identity is framed in a cartouche with scalloped edging, and a handwritten script is used for the words “Lou’s” and “Naturals.” The words “Garrett Valley” appear in a clean, contemporary, yet approachable sans-serif font, while two green leaves convey the “natural” message on a soft, beige background.The new design, he adds, presents principal brand assets quickly, and vivid photography creates appetite appeal. Above the photography, the words “All Natural” appear with the product name and description. Beneath the photo is the brand tag line, “Always in Good Taste … Naturally.” The design presents a clean visual hierarchy that is easy to follow. “By rebranding, establishing a new brand identity, and refreshing our packaging, we feel our products are better differentiated at retail,” Colameco says.
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