- California farm cooperative NuCal Eggs had been selling premium variety eggs for years, but needed to raise the value proposition in order to sustain their preferred humane animal-welfare practices. Our solution was to create a new brand that celebrates the independent family farm lifestyle with classic rural imagery, emphasizing its Earth-friendly sensibilities and decidedly non-commercial character.
BRAND POSITIONING, NAMING, PACKAGING DESIGN, FLAVOR SYSTEM, SALES SUPPORT MATERIALS
- Although Barnstar animal-welfare practices are consistent across the breadth of their participating family farms, many consumers make purchasing decisions based on issues that extend beyond healthy food choices. Our job was to clearly differentiate between the multiplicity of overlapping segments and create a system that facilitates shopping within the brand.
- Even in a world of growing concern for healthy farm-based foods, most consumers are still unaware of the differences between varieties of eggs and the benefits of each to healthy living. Although we recommended a family-friendly interface for the brand’s web site, we insisted that education be the primary focus, believing that better understanding leads to better choices — and Barnstar is the ultimate good decision.
- The new Barnstar brand of products have received broad acceptance within the targeted region and are busy building inroads across America through a network of like-minded family farms. With daily deliveries to a growing stable of “local” grocery stores, plus a wholesome and healthy product, it makes putting their name on the broad side of a truck more than just crass commercialization — it’s crowing about a good thing.
- The new Barnstar brand — named, designed, packaged, and positioned by McLean Design — is a study in classic Americana, a throw-back to the early age of advertising graphics, as obvious and unmistakable as the broad side of a barn. Naive type and imagery conspire to deliver a decidedly counter-commercial message, with muted colors that break through the clutter at shelf without becoming obnoxious.