Harvestland by Perdue Farms Brand Redesign

Agency: Murray Brand Communications, Inc.
Project Type: Produced, Commercial Work
Client: Perdue Foods, LLC
Location: Salisbury, MD USA
Packaging Contents: Poultry Packaging Design

Targeting consumers seeking better for you poultry products, Murray Brand Communications partnered with Perdue Foods to design an updated logo and packaging systems to communicate the small, regional positioning of its Harvestland brand. Launched across 50 SKUs and a variety of packaging structures, the new look features an updated logo designed in a watercolor style. To further support the brand’s regional and minimally processed positioning, a simple label layout was designed in which a handwritten font callouts the various fresh chicken parts. The presentation of fresh grass in a stylized manner along the bottom of the package completes the design by adding a color to brand block competitive offerings at retail while conveying fresh, natural and always delicious.

What’s Unique?
The watercolor graphics used in the layout are unique to the poultry category as is the callout of the farms on which the birds are raised.