February 9th, 2011
Written by Jim George, Marketing & Design Editor
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.
Read the full article here.
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