Iconic poultry brand Perdue tasked Enlisted Design to help their packaging standout from the flock. Their goal was to better reflect the brand’s leading-edge animal care efforts and all-natural products, while maintaining current consumer trust and appealing to younger generations.
Perdue is a brand leader in animal care, and just like their forward-thinking initiatives, they wanted the new design to go beyond what’s easy, comfortable or expected of typical mass CPG brands. They sought a modern look, remarkably unique from competitors that clearly communicates their progressive efforts.
From whimsical illustrations to vibrant color, and bold-meets-minimalist typography, they created an entirely new visual language that celebrates the brand’s best practices (chickens raised in America on family farms, all-natural, no animal by-products, and no antibiotics ever). The new design radiates a sunshiny-fresh vibe repositioning Perdue as more modern, approachable and natural.
Through storybook-style illustrations, they created a signature farm scene that captures the brand’s bright, optimistic, future-forward vision. Hand-drawn details combine with wood-grain textures to bring the rustic pasture to life from farmhouses, fences, sunshine, and marigolds to ingredients in the chicken’s natural diet (herbs, corn, and soy beans).
The bold, uncluttered typography and clear benefits help consumers easily identify products on shelf. And they evolved the brand’s iconic blue to brighter, fresh, more modern hues.
“Distilling all the insights from the qualitative and quantitative package testing,” Enlisted said in a press release, “while retaining the original design intent—quite a feat! It was also a unique challenge designing for such a large consumer segment: retaining existing customer goodwill, while appealing to younger generations.
“We love the new color! The updated blue is fresh, vibrant and makes the brand feel more approachable and modern. We also love how the simplified logo is more impactful and compliments the bright, energy of the design. One of our biggest challenges was nailing the messaging hierarchy—and consistently communicating it across all product packaging (that’s a lot of SKUs!). But we’re so proud of the strong, cohesive brand presence we developed. We also love the fun illustrations and how they effectively evoke the brand’s wholesome, trusted “We Feed Happiness” philosophy—and can be used across all marketing/advertising.”
