Farmland Traditions has long stood for a “farm-to-bowl” philosophy: sourcing American meat and poultry, with minimal ingredients and a transparent supply chain. As the pet nutrition category became more crowded, the brand needed a fresh identity that would scale, cut through noise, and reinforce its core promise: purity, trust, and authenticity.

We were engaged to reposition Farmland Traditions not just as another treat brand, but as a brand that embodies integrity in every ingredient — giving pet owners clarity, confidence, and a story to believe in.

Refresh Farmland Traditions’ visual identity, packaging, and digital experience, in order to:

• Signal premium positioning while retaining approachability
• Make the ingredient story (farm sourcing, minimalism) visually clear and compelling
• Build a flexible website to showcase product lines, ingredient education, and storytelling
• Achieve cohesion across packaging, brand touchpoints, and online presence

In my role as Creative Director, I led brand strategy, identity direction, UX/UI design, and cross-disciplinary integration — ensuring the new brand retained warmth while evolving for growth.

This brand refresh positioned Farmland Traditions to compete at a higher tier — while preserving the simplicity and integrity at its core.

Impact & Results

• The refreshed brand clarity helped the client approach new retail partners with confidence
• Early site metrics: increased dwell time, lower bounce, stronger brand engagement
• Stakeholder feedback: consumers and distributors described the brand as “clean, honest, and premium”
• The modular design system now enables the client to iterate, launch new lines, and scale flexibly

This project reinforced for me how less design, anchored in strong strategy, can deliver powerful communicative impact — especially in crowded, trust-driven categories.

Brand System & Applications
We delivered an identity system that includes logo variants, color & texture system, iconography, layouts, packaging templates, and art direction guidelines. These assets were crafted to scale across print, digital, and packaging in a cohesive way.

Website & Digital Experience
Built on a responsive CMS framework, the new site tells the brand’s story with clarity and hierarchy. Hero modules alternate storytelling and product focus, blending imagery, ingredient education, and commerce. Navigation is clean, content-forward, and designed to elevate trust.

Team Leadership & Execution
I led internal creative review sessions, ensured alignment between brand messaging and UX, collaborated with developers for performance and maintainability, and oversaw stakeholder alignment workshops. I translated brand strategy into concrete design decisions across all touchpoints.