92% of consumers care to know where their food comes from.
So I set out to help Wenck Family Farms, a local, family-owned beef business, share its story with consumers. Spoiler alert: Wenck Family Farms is my family's brand.
DEFINING WHAT DRIVES US.
The Wenck Family is all about honoring what brings them together: family, land and cattle. In order to develop our brand story, we started by defining what drives us both as a family and as a beef business. That means, asking ourselves the question, "Why do you farm?"
FORMING A BRAND PROMISE.
“Our promise is to raise great tasting, high-quality beef that you’ll love and trust. Our cattle are grass-fed and grain-finished to optimize beef flavor and tenderness. They’re raised naturally on pasture without the use of growth hormones and certified with Beef Quality Assurance. Our family has always believed that if you take care of your cattle, your cattle will take care of you.”
LEVERAGING DESIGN TO REFLECT AUTHENTICITY.
We started by creating an original design framework rooted in strong, timeless type and an intentionally rich color palette. From logo to language, we leveraged design to reflect an authentic image of Wenck Family Farms.
They say a photo
is worth a thousand words,
but we’d argue food photography is worth a million and then some. So we used dramatic contrast lighting to create high-definition images, accurately reflecting the products' color, texture and quality.
SHOWCASING OUR STORY & PRODUCTS ONLINE.
Design and storytelling came together to create a site experience that not only showcases our brand story and premium products, but also offers clear, actionable steps for product purchase and pick-up.
Creative strategist, brand storyteller, photographer and official product taste tester
Andrew Levasseur, Experience Design Professor at Brandcenter