The Challenge

Ranching co-operative and meat provider Country Natural Beef (CNB) had a robust history as a forward-thinking cooperative of family ranchers who have been raising healthy beef in harmony with the land since 1986, but their identity was failing to tell the full story. To better communicate their pride-ridden work and shared philosophies, CNB needed to create a more telling visual identity.

With an opportunity to carve out an elevated brand identity, CNB tapped The GRO Agency to deliver unique packaging design and mouth-watering product photography.

Our challenge with the CNB product packaging redesign was to 1) tell the authentic story of CNB’s progressive and sustainable approach to ranching, deeply ingrained in the communities and families of the Co-op, and 2) make a premium and more ownable visual identity centered around their community engagement and sustainable practices.

The Solution

In the meat industry, brands must avoid appearing like a big corporate supplier at risk of subconsciously being thrown in the overarching category of ‘over-processed’. WIth the rebrand, CNB wisely made it clear to consumers that whenever they buy CNB products, they are buying quality beef directly from a ranch family, not a big corporate supplier.

First, amongst many of CNB’s philosophies is the strong belief that they would not market products that their own families would not eat. To serve as an anchor for the rebrand, the GRO Agency rallied the brand behind a new credo, families feeding families, to emphasize their community-driven roots and co-operative practices.

In addition to the human component, the packaging design introduced a modern style to some of the existing design elements that the Co-op had owned for many years, like strong typography reminiscent of a hearty meal. To make the brand name treatments for both CNB and their sub-brand Oregon Country Beef more distinctive and therefore more ownable, the communication hierarchy was rearranged to focus more on the logomark, and appear less of a white-label brand.

Finally, to seal the deal, the website design showcased mouth-watering product photography that captured the sizzling, juicy goodness of a perfectly-prepared meat dish.

The Challenge

Ice cream brand Dreyer’s Grand Ice Cream hoped to conjure up the magic of Disney in the frozen aisle with a new line of Mickey Mouse ice cream products. Previously a Disney Park exclusive, Dreyer’s Grand Ice Cream needed to design packaging that would represent the Disney brand, leverage the nostalgia of America’s favorite mouse, and create a unified line of products that would attract attention on shelf.

With the opportunity to first bring a Disney Park exclusive to the masses, Dreyer’s Grand Ice Cream tapped The GRO Agency to design packaging for their assortment of Mickey Mouse Ice Cream Products.

Our challenge with the Mickey Mouse packaging design was to 1) work within the strict licensing parameters, 2) creatively utilize brand elements and colors to design a system that fit for the Disney brand, and 3) all while standing out from the competition in the freezer aisle.

The Solution

To create impactful packaging that would thrill the devoted Disney enthusiast yet appeal to the general ice cream lover, Mickey brand assets were employed thoughtfully and strategically throughout the design. The result: In the year following the launch, Mickey Bars were the top performing Nestle ice scream snack in 2019.

First, leveraging similar Disney-branded layouts and color palettes throughout the design system, the product line shares a unified look to help them stand out and remain recognizable as a cohesive offering. The packaging is simple, straight to the point, but also communicates that essence of Disney magic, as well as the deep and poignant nostalgia inherent to the brand.

From there, appetizing product photography broadcasted the creamy textures and flavors of the ice cream product, while the appealing color palette captured the hearts of kids, adults, and even the Disney agnostic alike.