PERDUE

Established in 1920s, the family-owned brand needed a refresh to communicate their long-term commitment for the poultry industry and welfare for the animals. It was critical for the new Perdue packaging to go beyond what’s expected of typical mass CPG brands. It had to feel modern and natural in order to emotionally connect with younger generations — a demographic likely to be unfamiliar with the legacy brand but care deeply about humane farming. Changes needed to feel authentic to these new customers, but also preserve existing customer loyalty. 

We started by immersing ourselves with the Perdue team to uncover the brand’s voice and vision. Extensive farm visits, grocery store visits and qualitative and quantitative consumer testing followed; guiding our process as we refined and honed a design language system filled with optimism and sunshine to deliver on the new Perdue brand promise.

ROLE: CREATIVE DIRECTION & EXECUTION / AGENCY: ENLISTED / PROJECT: BRANDING & PACKAGING REFRESH