BACKSTORY.
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.
IMG_3555.JPG
IMG_3332.JPG
trial.jpg
IMG_4265.jpeg
IMG_1895.JPG
IMG_4015.JPG
IMG_3311 2.JPG
 
DEFINE.
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?
Screen Shot 2022-02-14 at 2.38.25 PM.png
Screen Shot 2022-02-14 at 2.40.07 PM.png
Screen Shot 2022-02-14 at 2.39.57 PM.png
Screen Shot 2022-02-14 at 2.40.25 PM.png
Screen Shot 2022-02-14 at 2.40.33 PM.png
Screen Shot 2022-02-14 at 2.35.57 PM.png
Screen Shot 2022-02-14 at 2.48.35 PM.png
Screen Shot 2022-02-14 at 2.49.48 PM.png
 
CONCEPT.
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.
IMG_6262.HEIC
IMG_6263.JPG
IMG_6265.JPG
IMG_6255.JPG
Burly Beef Moodboard.png
Classic Cowboy Moodboard.png
Shining Slab MoodBoard.png
IMG_6254.HEIC
IMG_6264.JPG
Screen Shot 2022-02-14 at 2.38.46 PM.png
Screen Shot 2022-02-14 at 2.39.34 PM.png
Screen Shot 2022-02-14 at 2.39.13 PM.png
 
DESIGN.
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.
Screen Shot 2022-02-14 at 3.20.41 PM.png
Screen Shot 2022-02-14 at 3.20.46 PM.png
StoreLayout.jpg
business card.png
Screen Shot 2022-02-14 at 3.20.33 PM.png
Shining Slab Logo Trail.png
Shining Slab Logo Trail.png
 
Screen Shot 2022-02-14 at 3.30.21 PM.png
ADJUST.
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. 
Black.png
White.png
Red.png
PhoneMockup2.png
Facebook Mockup3.png
4Steaks.jpg
Frozen Beef Mockup.png
BeefInstaVCU_v2.png
 
 
APPLY.
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.
IMG_3395.JPG
IMG_3501.JPG
IMG_3499.JPG
IMG_4022.JPG
IMG_5837.HEIC
IMG_3403.jpg
IMG_5616.jpeg