Across demographics, a growing majority of consumers are seeking out meat and dairy that is better for the planet, the animals, and their own health. The explosion of plant-based alternatives and rise in flexitarian diets has even carnivorous shoppers thinking twice about where their animal products from. Conventional and mass-channel shoppers are keeping their eyes open for messages such as “Grass-Fed,” “Humanely-Raised,” and “No Hormones Added,” a trend that grew exponentially during the 2020 lockdown. In addition, social and environmental responsibility narratives, where companies share their philosophy and practices with respect to the treatment of employees, animals and the planet are becoming more commonplace in both packaging and brand marketing.
In this new landscape, it’s essential for brands to connect authentically and transparently with their audiences.
We helped Clayton’s Organic bring their responsible ranching practices and authentic brand narrative to life on-pack and online. Clayton’s Organic is family owned and operated, raising cattle humanely and sustainably in the beautiful open pastures of Australia. Respect for the land, the animals and each other is at the heart of all that they do. Our brand challenge was to convey this point of difference while both elevating and differentiating the brand from other premium meats.
Our design speaks to the heritage of this family-owned brand, complete with custom illustrations of the family that works the ranch to this day. Photography, type and colorways bring online shoppers into the abundant pastureland, while a revitalized on-pack visual language clearly communicates the key claims and core benefits that matter most to shoppers.
Interested in learning more about how we’re designing for today’s evolving industries and savvy shoppers? Get in touch!