A brand equity study showed consumers had positive sentiment for the brand but had little awareness of its distinct and authentic farmer-owned roots.

We connected “farmer-owned” directly to the equity of the brand mark on the front of the pack. We also simplified the brand mark to create a bull’s eye effect, giving it more impact at shelf. More consistent flavor naming and color-coding helped make the flavored spreads easier for consumers to discover and shop.

Finally, we used photography of actual Land O’ Lakes farms to tell a more expansive simple goodness story on the back of the pack.