Project
Sunswine
“It boils my blood when the big guys make the same claims and have an inferior product.”
They muddy the water using seemingly identical marketing. When you speak, they seem to shout.
You know you’ll never have a similar budget and can’t go toe-to-toe on every channel.
The Anderson family of West Missouri had a proprietary process for their line of pork products but required visual direction to signal the market.
Humanely raising animals in the sun with a primarily rye-based diet deserves recognition.
With the name “Sunswine,” and its accompanying new identity and nature-focused imagery, the product line could finally really shine with market differentiation.
Unused concepts and names from a design process full of iteration and improvement.
Roles
Packaging
Branding
Icon Design
Icons built to demonstrate the brand differentiators.
For Sunswine the icons needed to serve as badges for individual products, especially because competing products are overly saturated with the “organic” label. Designing a circular -almost flywheel- set of icons also conveyed movement for a brand looking to emanate energy and life.
Pasture-raised
Antibiotic-free
Grain-fed
Sun-basked
Blending modernity with old-world charm.
The logo was designed to perform well across a variety of digital and print brand touchpoints. Yet, with a packaged good such as pork, too much modernity can evoke a sense of industrial food.
Pairing the logo mark with syrupy, ornamental typefaces achieved a sense of balance for the brand allowing each product to shine.
