As a result of recent market trends, private labels and other brands have outperformed Whole Earth Farms which caused a decline in share. It is critical to note that the brand has lost differentiation in an increasingly crowded competitive environment in terms of positioning and product communication.
The challenge was to create a unique and differentiated positioning to refresh and reinvigorate Whole Earth Farms. And also, to specify ingredient content, recipe formulations, and health benefits.
To communicate the feeling of balance, we used real photography for the food imagery in the pyramid to further indicate the concept of healthy organic ingredients. We also created peaceful farm imagery as the background to bring in more "farm to table" elements. Using the wholesome typefaces and brush strokes on the design increases the organic and natural feeling.
