specialty foods group header logo good soil agency

THE BACKGROUND

Specialty Foods Group planned to launch a line of premium meat products under their century old Kentucky Legend brand. The Kentucky Legend brand is well established with moms aged 35-50, but perceived as old-fashioned by younger consumers. Specialty Foods Group had two objectives for their new product line – They wanted it to appeal to a wider audience and to be recognized as more than just a holiday ham.

THE STRATEGY

Mindful of not alienating the existing Kentucky Legend audience, Good Soil introduced the Artisan Crafted Series and its “The Center of Any Meal” positioning. Through elegant photography and design, Good Soil kept the parent brand at the center of the identity while introducing a new brand for all occasions that appeals to a wider audience. To further support the new brand, Specialty Foods Group leveraged our environmental design expertise for the concept and construction of the Artisan Cafe.

THE WORK

Package Design
Artisan Crafted Series Logo by good soil agency
Artisan Crafted Series Hickory Smoked Packaging designed by good soil agency
Artisan Crafted Series Logo Black Peppered Packaging designed by good soil agency
Artisan Crafted Series Sweet Honey Packaging designed by good soil agency
National Trade and Consumer Print Campaign
Kentucky legend Artisan Crafted Series Print ads designed by good soil agency
Kentucky legend Artisan Crafted Series Print ads designed by good soil agency
Point of Sale Signage
Artisan Crafted Series Shelf Talkers by good soil agency
Artisan Crafted Series Bin Divider by good soil agency
Artisan Café Identity and Environmental Design
Artisan Café designed by good soil agency
Artisan Café designed by good soil agency
Artisan Café designed by good soil agency
Artisan Café designed by good soil agency
Artisan Café designed by good soil agency
Photography
Good Soil Agency Kentucky Legend Honey Glazed Artisanal Ham
Good Soil Agency Kentucky Legend Honey Glazed Artisanal Ham
Good Soil Agency Kentucky Legend Hickory_Smoked Artisanal Ham
Good Soil Agency Kentucky Legend Hickory_Smoked Artisanal Ham
Good Soil Agency Kentucky Legend Hickory_Smoked Artisanal Ham
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meg jay feature pic good soil agency