The Marlin Company Advertising Agency Packaging

Orrington Farms Windmill Barn & Silo Scene

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.

Orrington Farms Concentrated Chicken Flavored Base Jar

Orrington Farms Concentrated Bases Jar Wall of Products

Orrington Farms Turkey Flavored Gravy Mix Jar

Orrington Farms Gravy Mixes Product Wall

Orrington Farms Slow Cookers Tender Post Roast Seasoning Packet

Orrington Farms Slow Cookers Tender Post Roast Seasoning Packet Bottom

Orrington Farms Slow Cookers Seasoning Packets Product Wall

Orrington Farms Meal Creations Red Thai Coconut Curry Pouch

Orrington Farms Meal Creations Red Thai Coconut Curry Pouch Bottom

Orrington Farms Meal Creations Products Pouches Wall

Orrington Farms Meal Creations Organics Beef Stew Packet

Orrington Farms Meal Creations Organics Beef Stew Packet Bottom

Orrington Farms Meal Creations Organics Products Packets Wall

Orrington Farms – So long! Sign Off Windmill Barn & Silo Scene

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Yellow Bonnet Brand Development

Founded in 1865, the Springﬁeld Grocer Company, now SGC Foodservice, stocked everything from ammunition to barb wire to clothing to school supplies. The evolution from small farmsteads to the urbanization of once smaller rural communities gave rise to the Yellow Bonnet brand.

In the early 20th century SGC began to focus on supplying small business operators with nearly everything needed to stock their stores and storerooms. SGC leveraged the demand by creating entirely ownable retail brands with Yellow Bonnet the most successful and most memorable.

The Yellow Bonnet brand was everywhere, and everywhere it appeared, so did the Yellow Bonnet girl. Match boxes, containers of syrup, bottles of grape juice, jars of salad dressing, coffee tins, cocoa labels, and on about any staple grocery item imaginable. Regionally, the brand was as recognizable as any national brand is today.

The hallmark of the Yellow Bonnet brand is the beloved girl synonymous with it. Re-imagined and redrafted, her new look is conﬁdent, optimistic and determined, a clear departure away from the original demurred Yellow Bonnet Girl.

Simplifying the new Yellow Bonnet Girl rendering down to its most basic elements, she is transformed into something more contemporary while still holding true to the heritage she represents.

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OvenStone Brand Development

Nothing satisﬁes like fresh-from-the-oven baked breads, buns, wraps, and every other bakery case staple or treat. OvenStone is UniPro’s everyday baked goods product line offering member foodservice distributors a full range of affordable bakery-fresh products.

Marlin developed the OvenStone brand by identifying key competitors, the brand name, logo, and numerous applications, all supporting the OvenStone’s promise of great things every day.

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Rangeline Brand Development

For voracious appetites nothing satisﬁes like beef and nothing ﬁlls out a menu like all-beef patties and grinds. Rangeline rounds out UniPro’s center-of-the-plate program by adding the opportunity for member foodservice distributors to leave nothing on the table when fulﬁlling demanding operator’s protein needs.

Marlin developed the Rangeline brand from identifying key competitors, the brand name, logo, and numerous applications, all delivering the promise of excellence everyday.

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Unbelievably Indulgent

Desserts are meant to be fun, unique and, above all, unbelievably indulgent. They provide the finish to our meals for a reason — that last delicious bite is the part we often remember the most. This strong emotional connection is what inspried Marlin’s brand development of UniPro’s Inspirations Artisan Bakery brand, bringing it to the forefront of our customers’ minds with a decadently delightful and unforgettable desserts product line.

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Copper Creek Brand Development

Savvy operators know that meals are built around protein, so naturally, the quality of what’s featured center-of-the-plate, matters. UniPro’s Copper Creek Cattle Company Upper 2/3rds Angus Beef program makes premium beef more attainable for more operators. And that value is passed all the way to front-of-house giving UniPro customers an edge over other foodservice distributor offerings.

Marlin developed the Copper Creek brand by identifying key competitors, the brand name and identity, brand introduction video, and numerous applications, all reflecting the promise of unwavering integrity and clear purpose.

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A Helping Hand Everyday

UniPro, America’s largest foodservice buying group helps smaller regional foodservice distributors compete head-to-head with the dominant national players. Aside from volume purchasing, a portfolio of private labels competing with consumer brands help keep prices down.

The Companions non-food product line offers the basics including paper towels, rubber gloves, aluminum foil, toilet paper, and napkins. It’s among the many UniPro private label categories and was the first of the many new or re-brand assignments tasked to the Marlin brand team to tackle.

Lending a helping hand by containing, carrying, or cleaning — that’s what the Companions product line does. The Campanions icon is built by mirrored hands, symbolizing the everyday can-do helping hands attitude of UniPro’s non-food product line.

Tiered for value, Campanions Premier, Merit, and Essentials product lines’ offers operators a range of quality and price choices to best serve their customers.

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New Opportunities on the Horizon

We were given the opportunity to work with UniPro once again to create a new logo for their existing brand: Ocean Horizons. A brand with more than 50 years of foodservice distribution experience, Ocean Horizons has knowledge and solutions as vast as the sea itself. Their expansive portfolio includes shrimp, scallops and a variety of fish—all flash frozen at sea for peak quality. From ocean to table, their products are sourced with intention to make fresh-tasting seafood a reality on operators’ menus.

Because their name was so iconic and their portfolio of products so vast, we wanted to create a logo to represent the place where water meets sky—and quality meets convenience—in order to help them express their commitment to deliver today’s favorites while diving deeper into the demands of tomorrow.

The logo showcases a dynamic fishing trawler bringing the day’s catch to market, made iconic by breaking waves, and a setting sun. The stylized boat is complimented by typography capturing an oceanic tone, bringing mark and message together for a bold logo solution.

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A Campaign Generations in the Making

For generations, the good folks at Black Oak have been perfecting the products they craft so foodservice customers can confidently offer their patrons the highest-quality precooked protein in its class. They’ve also expanded their offerings to include new smoked meat flavors.

We were asked to contemporize their branding with a new identity and update their foodservice sales materials and photography to better signify their upscale reputation and help communicate that, while their expertise may have been decades in the making, they were constantly working toward innovative ways to make business bigger, better, and easier for their chef and operator customers.

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Making Today a Bit Brighter

Everybody deserves the absolute best day possible and every amazing day has to start somewhere. That’s the spirit behind UniPro’s Brighton Farms, a built-from-scratch foodservice dairy brand offering a variety of fresh dairy case products that help operators fulfill every dairy need whether it’s front-of-house or back-of-house.

Marlin developed the Brighton Farms brand from identifying the strategic opportunity, the brand name, identity, and final packaging applications, all reflecting the promise that you can always brighten today with a little Brighton.

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Naturally Crafted. Naturally Good.

Edgewood Creamery is a fantastic local family-owned and operated establishment in Southwest Missouri that uses a natural, balanced rotational grazing dairy to produce fresh, quality milk, which is then used to handcraft small batches of some truly exceptional cheeses.

We recently had the pleasure to work with these wonderful folks to help them redefine their brand, identity, and packaging applications to establish their growing business in the artisan cheese category. We’re pretty proud of how it all turned out, but even prouder of the fact that we were able to stop eating their cheese long enough to write this.

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A Work of Art—Inside and Out

When Sweet Street packaged their most popular dessert bars for consumers, they needed a package design that reflected the rich but frisky nature of gourmet on-the-go. Cues from messaging combined with artful icons created the vibrant, playful look we call Ooh La La.