American Package Design Award
Honorable Mention | Best Packaging
How do you help an iconic American brand update its identity and storytelling while solidifying its place of prominence on shelf?
Brand Identity Design
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.