Oct 5, 2023
Packaging Features Multi-Generational Silhouette
Wellshire recently tapped long-time partner Little Big Brands to lead a redesign of their portfolio. The work leans into the brand’s family farming history and DNA, while helping to increase shopability and shelf standout. Since its inception in 1996, Wellshire’s mission has been to make quality meat products that help people live well. Partnering with farms dedicated to humanely raising animals free of antibiotics adds to the feel-good nature of the brand.
The refreshed design advances this brand purpose with a multi-generational silhouette interacting with animals related to each product and category. The barn logo is recast as bright, airy and open, a nod to Wellshire’s commitment to the humane treatment of animals. Type has been modernized while maintaining a legacy arc and maroon color. On-pack copy is streamlined and 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. We learned a lot about what we were doing right and opportunities to better communicate Wellshire’s values and product attributes,” said Jeremy B. Edelman, Director of Marketing for Wellshire.
Continues Edelman: “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. 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 this home and we are proud of the output.”
The redesign is starting to hit shelves this month. The brand is exclusively sold at Whole Foods nationally.