We began with a strategic positioning exercise, analyzing the category, competitors and consumer landscape to uncover where the company could stand apart. A new logo and visual identity, and a brand name that incorporates the key word "Natural," give McLean Natural Meats a fresher, more contemporary presence while maintaining the wholesome farming references in its original identity.
We developed a strong yet flexible packaging system that creates a recognizable McLean Natural Meats presence across a range of products. The result is a shelf presence that feels cohesive, confident and refreshingly straightforward.
Other touchpoints for the brand include a redesigned website that uses custom photography, and trade advertising to reintroduce the brand to buyers. Now, consumers and retailers alike can understand the brand's promise before they even pick up the package.
