Clutter Cutter
Target Corporation needed an upscale look for its premium food label—one that would go against the grain, standing out among the clutter, din and hue of typical supermarket shelves. Our solution centers around a fresh "sprout" logo that steers away
from a barnyard look that might be expected of a brand called Archer Farms. The system is clean and simple featuring sans-serif fonts, a vivid palette and a decidedly European use of white space.
The sprout logo is the cornerstone of the entire brand architecture—die-cut windows reveal honest product and reduce the need for photography.
Products that do not call for windows or the use of photography are adorned with fun patterns and a color-coding system that differentiates between product variations such as fat content and flavors.
Like all successful packaging systems, the Archer Farms brand provides clarity and purpose, reinforcing the quality and essence of the products themselves.
Archer Farms fights retail clutter by capitalizing on its iconic logomark—with its distinctive shape, even tiny fruit labels
are telegraphic.
are telegraphic.
Children influence over 33% of a family’s grocery buying decisions—good and bad. Our collection of animal characters is constructed from the sprout shape and is intended to inspire kids to tug on their parents’ sleeves and direct them to Archer Farms’ quality foods. This instant!
Archer Farms is known for not only its price accessibility, but also its wholesome quality and freshness. Point-of-sale images reinforce this at every opportunity.
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