From ‘Classic’ to ‘Modern Classic’
6.22.2009
(Click the "play" button above to watch the Farmer John rebranding video.)
The opportunity to reshape a heritage brand for today’s aggressive markets and fickle consumer is as gratifying as it is delicate.
Much like refurbishing a historical building, the ‘remodel’ has to retain the soul of the original while injecting shades of modernity that amplify the brand’s most endearing, relevant attributes.
In 1931, two brothers, Francis and Bernard Clougherty, began what has become a California Classic and a favorite in the western states - the Farmer John brand of meats. A family tradition, its high quality pork products have grown to become a global brand with sales in several countries.
DuPuis was engaged to conduct this ‘remodel’, which began with essence testing to distill the brand’s most powerful and timeless attributes. The newly finished brandmark has already gained high marks in brand recognition, findability, and in attaining a fresh, inviting new form.
