Before & After: Shady Brook Farms Fresh Turkey
To celebrate the American holiday Thanksgiving, we bring to you a special Before & After of Shady Brook Farms Fresh Turkey designed by BlackTop. This re-design really takes in a modern approach with black and white photography and beautiful typography. A lovely update that still captures elements of the previous design such as the crimson red and farm illustration that now is a black and white photo.
"With Thanksgiving approaching and every family looking for a turkey to put on the table, the grocer’s coolers are packed with big, plump birds. So, how do you showcase a superior product that's shaped exactly like the others? With design and photography highlighting the turkey’s unique benefits, particularly the independent family farms where they're raised with care. This was highlighted through an FDA approved process we developed in partnership with the client. "
"The previous design’s core brand color of red was retained, but the dated faux covered bridge illustrated logo and vague messaging were set aside in favor of a bold graphic treatment. Shady Brook Farms are the first brand of their scale to be able to make these claims; turkeys raised without using growth-promoting antibiotics and by independent family farmers. So the packaging was designed with a single goal in mind—transparency. We communicated the benefits through the use of bright brand color contrasted with simple metallic duotone photography of the actual farms to tell a fresh story in a very staid section of the grocery store."
Designed by: Black Top Creative
Creative Director: Travis Kramer
Senior Brand Artist: Casey Kovich
Studio Artist: Russ Weydert
Writer: Molly Lees
Photographer: Steven Wohlwender
Account Managers: Marti Hatridge, Andy Adams
Senior Print Production Manager: Chris MacAdam
City: Kansas City