Reframing what modern farming looks like, to connect with discerning, higher value consumers

Already well established in the U.S., the challenge set by Atkins Ranch was to create a strong market position for the brand around regenerative agriculture, within a category that, in reaction to the negatives associated with ‘Big Food’, has tended towards nostalgia, heritage, with traditionalist methods and brands.

Consumers are wanting access to naturally-raised products that are better for them, the animals and the environment. But they know the answers to this will not be found simply by looking into the past, nor by turning current thinking completely on its head. Atkins Ranch farmers know that to address the challenges we all face requires creatively working with nature, to understand what works best for her, and continually develop new practices that leave the environment in an even better state – something they have a long history in doing.

Built upon the core brand idea, ‘Natural Rejuvenation’, summed up in the line ‘The Lamb Nature Loves’, the next challenge was to design of a category-leading design system for Atkins Ranch’s brand and packaging. One that would really ‘pop’ on-shelf, in high-end supermarkets throughout the U.S. and command a premium, through positioning Atkins Ranch as a premium meat brand choice for discerning consumers.

To do this, a super-modern, stripped-back design system was created. The process began with creating and testing three brand territories directly with consumers in California, which validated the chosen direction achieved the desired shelf standout and was more likely to command a premium.

Setting an intention of beautiful simplicity, we wanted to ensure we balance the counterpoints of shelf standout ‘Wow’, with a refined, natural elegance. Photography was engaged as the hero asset, with all design elements flowing from it, to reinforce its visual strength. A pared back colour palette and typographical style deliver utility, literally framing, or  ‘protecting’, the beauty of the land. Iconography allows space to dial up the brand’s personality.