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My Father grew up raising beef cattle on the prairie grasses of western South Dakota, and my Mom came from a dairy and fresh produce farm in southeastern Wisconsin. So naturally, my brothers and I grew up showing a lot of cattle, baling heavy hay in the hot summer sun and selling farm-to-table produce on the weekends. As third generation farmers, my family knows all about farming and growing great-tasting food. But what we hadn't quite figured out at the time, was how to sell our beef. That's where I come in.
It probably comes to no surprise that Wisconsin is filled with farms. Ironically, however, this dairy state has over 500 more beef farms than it does dairy. With a market already saturated in beef production and sales, I knew we had to be extra strategic in how we position and brand ourselves. That meant asking questions like, What do consumers actually care about? and What does it mean to support local?
After speaking with consumers, researching trends and analyzing market data, I learned that consumers trust transparency, authenticity and novelty the most when it comes to shopping local. With the help of positioning grids, consumer journeys, profiles, use cases and lists of my family's values and beliefs, I then began to explore a few ways Wenck Family Farms might be able to show up for its consumers and ourselves.
My first iteration of design threw beef conventions out the window and expressed a visual identity that was novel and earthy. While land is everything to Wenck Family Farms, I felt as though I was missing the mark in showcasing the quality of beef were providing. Perhaps this design would've worked if we were an organic farm, but alas, we are not. So back to the drawing board I went.
In this iteration, I designed a visual identity that was rich, trustworthy and authentic. Notable changes include showcasing a more easily recognizable cut in the logo, colors pulled directly from the marbling in our beef and a sharp theme that exudes premium products.
After branding Wenck Family Farms, I brought our beef to life with the creation of a responsive and mobile-friendly three tab website that allows for easy navigation, clear copy and a consistent visual identity. We're also working on freezer-friendly stickers to better brand our products and exploring novel experiences consumers can enjoy on our farm when they pick up their beef. In addition to our in-house freezer space, we've also starting selling our beef at local farm markets like Pop's Marketplace in Muskego, WI.
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