When family-owned Koch’s Turkey Farm approached WFM to redesign their line of turkey products, they were proud of their high standards and Pennsylvania Dutch heritage, but not particularly proud or happy with their existing packaging. This multi-generational company had been raising turkeys on their farm since 1939 and wanted a fresh, new look that would better position their brand to grow regionally in Whole Foods Market and other retailers.
To that end, WFM was tasked with creating a unified look to their line of varied turkey products, one that better communicated their dedication to providing responsibly raised, quality turkey products. This new design had to clearly convey the Koch’s family commitment to raising their turkeys on all natural feed containing no synthetic herbicides or pesticides and no animal by-products. In addition, they wanted consumers to know that Koch’s turkeys are nurtured and handled in a humane and responsible manner. Wholesome and authentic were two other words that came to mind when the client spoke to WFM about their vision for the new packaging line.
Starting with their line of marinated turkey fillets, the WFM design team began by evaluating the existing packaging to determine what improvements needed to be made to achieve the desired results. After establishing the Koch’s logo was to remain intact with minimal alterations, they decided that the most effective way to present so much information to consumers was to move the NLEA onto a second label for use on the back of the fillet, thus freeing up valuable messaging space on the face panel. Once that decision was made the real design work began.
“We knew the Certified Humane Logo would be a key element that would resonate with consumers. It is an endorsement that the previous packaging did not have and also clearly explains the philosophy by which the Koch’s family raise their turkeys,” said design team member Mike Amole. “So we made sure early on in the process to give it prominent placement in the layout.”
Another important addition to the packaging is the All Natural “stamp” featuring a vintage-style turkey illustration. While it serves to inform consumers of the products quality, its rustic appearance also evokes a sense of rural farm freshness. The same can be said for the new photography and rich green background color, both of which call to mind the verdant pastures where the Koch’s turkeys roam cage free. A decorative band of stylized feathers in black and dark green frame the logo and add to the overall upscale look of the line.
“While the messaging was extremely important for this project, we still needed to make sure we addressed the functionality of the design,” said Tom Newmaster, WFM Partner. “It’s a lot of information that needed to be organized in an aesthetically pleasing way. The grid layout allowed us to keep everything clean, concise and classic while incorporating everything our client wished to communicate.”
Along with being the key to establishing an organized visual hierarchy, the new layout proved easily adaptable across the various pack types in the Koch’s family of products. The result is a vastly improved line of packaging that is naturally elegant, easily recognizable, and clear in its messaging.
Designing Compelling Consumer Experiences
Originally established in 1972 under their founders name, William Fox Munroe, WFM has been creating high-quality packaging designs for over 40 years. Today, they continue that legacy with their dedication to developing memorable, award-winning packaging and point of sale materials. With a staff of specialized designers creating compelling graphics everyday, WFM is uniquely qualified to provide exceptional, cost-effective design solutions on time and on budget. WFM’s mission is to assist every client in developing their brands in ways that enhance the consumer experience while reinforcing the product message. They are focused, fast, and friendly, qualities essential to building strong and lasting relationships with a diverse clientele who benefit from WFM’s extensive category expertise, marketing experience, and strategic thinking. WFM makes it easy because packaging design is what they love to do.
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