Orrington Farms Re-Brand
With low consumer awareness, small share and distribution in retail, and major brands playing in the same category, Orrington Farms needed a brand refresh and a campaign that would invite new customers to experience premium taste as pure as the farm.
Starting with their line of concentrated bases, we wanted to showcase the power of the brand not only as the start of homestyle savory soups but also a means of transforming ordinary recipes into make-again meals everyone will ask for. Revitalizing product packaging, updating the brand website, and creating a digital media campaign worked together to play up the farm-style heritage and ﬂavor-enhancing ease of Orrington Farms products.
After focus grouping a number of new logo concepts with current customers, we discovered that the original Orrington Farms logo had signiﬁcant consumer recognition and a high-level of brand trust. So, to maintain and build upon Orrington’s brand equity, the existing logo was updated. We started by reﬁning the farm scene which included opening-up the windmill, barn and silo’s negative space, with both elements slightly shifted to sit properly against the scene’s horizon. The treeline was softened and simpliﬁed with the crop row’s strokes more uniﬁed in size and spacing. This, along with a beeﬁer, more prominent type selection for the Orrington Farms moniker help the logo work harder on the shelf, more legible in smaller applications, with an overall cleaner presentation for a stronger brand presence.