Specialty Foods Group planned to launch a line of premium meat products under their century old Kentucky Legend brand. The Kentucky Legend brand is well established with moms aged 35-50, but perceived as old-fashioned by younger consumers. Specialty Foods Group had two objectives for their new product line – They wanted it to appeal to a wider audience and to be recognized as more than just a holiday ham.
THE STRATEGY
Mindful of not alienating the existing Kentucky Legend audience, Good Soil introduced the Artisan Crafted Series and its “The Center of Any Meal” positioning. Through elegant photography and design, Good Soil kept the parent brand at the center of the identity while introducing a new brand for all occasions that appeals to a wider audience. To further support the new brand, Specialty Foods Group leveraged our environmental design expertise for the concept and construction of the Artisan Cafe.
