Saltmine Design Group Launch New Pet Food Brand- Farmers Market

Saltmine Design Group Launch New Pet Food Brand- Farmers Market
SHARE
THIS



The Real Pet Food Company commissioned Saltmine, known for their passionate fight to push the boundaries for Challenger brands, to create the master brand identity for a new, super premium quality pet food offering to be launched in both Australia and the United States.

With 46 per cent of Australians now considering themselves a “foodie”*, what we eat and how it looks has become front of mind for many shoppers, and they demand the same quality for their precious pets.

With this in mind, the Real Pet Food Company set out to create a brand which will set a new benchmark in the pet food category, providing superior taste as well as excellent nutrition from real, natural ingredients.

Saltmine set out to shake up the category, designing the brand mark and packaging for the entire range which includes over 60 varieties across fresh, frozen, wet, dry and treats segments in the Australian and US markets.

The brand name Farmers Market was the chosen due to it connotations of real, natural, premium ingredients, which the brand stands for. We know that the brand’s target consumers would love to have the time to shop for their pets’ food at farmers markets and prepare it lovingly at home, as they would their own, but the reality of a busy life means this doesn’t usually happen. That’s where Farmers Market comes in, with wholesome, balanced meals expertly prepared and ready to serve. Recipes are carefully designed with dogs’ nutrition and tastes in mind, and feature succulent meats gently cooked to seal in the flavour.

The new brand name led to creation of a masterbrand identity for the new brand. The brand mark is a circular device, a seal of quality which sits atop a dark, premium blue background to denote best in class, with a subtle pinstripe, reminiscent of a butcher’s apron. And what’s most different to the rest of the category? There’s not even a cheesy, posed dog photo on pack!

Farmers Market’s brand promise, “Real food, real flavour. From farm to bowlTM”, is brought to life throughout the design with the three tick claims on front of pack and the photographic depiction of the real, natural ingredients featured in each recipe.

Germaine Chua, category and strategy director at the Real Pet Food Company said, “We are very excited to be working with Saltmine on the company’s first new brand launch. Saltmine are passionate about creating successful Challenger brands and that’s what we’re setting out to do. Key to the success of this project was creating a visual identity that looks good enough to eat and I think they’ve nailed it.“

The Farmers Market range is available now in the chilled and dry pet food aisles at Major Supermarkets.

Please login with linkedin to comment

Farmers Market

Latest News

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union
  • Campaigns

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union

Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria
  • Media

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria

The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast
  • Media

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast

Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]

Attracting Customers With Horseshoe Magnet
  • Advertising
  • Opinion

How To Nurture Your Online Customers And Turn Them Into ‘Brand Evangelists’

Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]

by B&T Magazine

B&T Magazine
Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’
  • Campaigns

Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’

In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]

Have You Seen Trevor?
  • Marketing

Have You Seen Trevor?

Love an opinion piece with a mystery headline? You'll love this. Even more so if you're stuffing your gob with cake.

Opinion

by Kathleen Farmilo

Kathleen Farmilo