FEATHER & TAIL

THE CHALLENGE

Technically only a packaging refresh, this was one of those projects that needed (and deserved) a little more. American brand Feather & Tale née Nature's Best is an organic livestock feed that needed to reach new audiences and wanted to get stocked in premium stores.

With more young millenials turning to homesteading and urban homesteading as a way to live a more eco-friendly lifestyle – and boost wellbeing and mental health – there was a clear opportunity here.

So, what started as a packaging refresh became a mini-branding project.

THE DELIVERABLES

Strategy, naming, refreshed packaging and messaging – in actual fact a mini rebrand, as you'll see below.

THE ANSWER

A more emotional name that sounds believably organic and premium. A down-to-earth voice that dials up wit. Packaging that feels natural and stands out on shelf. The most important thing was to dial back 'livestock' and bring this feed closer to the pet space. The sku names do a lot of the heavy lifing here!