Land O’Lakes consumers liked the brand but research showed they had limited visibility into its heritage as a farmer-owned cooperative. In today’s environment, it matters.

We connected “farmer-owned” directly to the brand mark on pack, updating the design and using photography of actual Land O’Lakes farms to tell a more expansive story about simple goodness. We also simplified the brand mark to create a bull’s eye effect, giving it more impact at shelf. And more consistent flavor naming and color-coding helped simplify the product architecture, making the flavored spreads easier for consumers to discover and shop.