David Eben, CEO, Carrington Farms
Carrington Farms' packaging range of convenient nutrition-packed superfoods was failing to communicate the quality and health cues of a leading natural brand. We were asked to refresh the brand to broaden appeal and reaffirm their position as a category leader.
Based on analysis and consumer insights, we redefined Carrington’s brand voice. Their new brand promise “make every day naturally vibrant” sets the stage with a friendly and optimistic tone.
Carrington’s new banner brandmark waves proudly, conveying quality and building equity across the brand portfolio.
With the brandmark prominently featured and the content stripped down and retooled, quality perceptions and shelf impact are elevated. The farm, now reinvented conveys a modern aesthetic and serves as a vibrant backdrop with a nod to the original pack.
Prominent sku differentiation and clear call outs make the new brand architecture super functional and easy to shop across a multitude of categories and skus. On-pack messaging has been streamlined and given a more positive tone.
With the majority of competing brands tied to muted color palettes and the sterile tone of the supplement category, Carrington's new packaging shouts out with the voice of a natural leader.