Creating a new consumer brand. The Innocent archetype applied to cheese.
Meister Farms came to us with a challenge. They were making about ½ the cheese for Chipotle but they wanted to take their story to the consumer side. Their story was amazing, they have a program they call "Cows First" which treats cows ethically. More pasture time and overall bovine health. It makes better cheese and the story is one of purity and kindness to animals.
Our first challenge was to name the company. Meister Farms just didn't roll off the tongue. Kindred Creamery tells a story about the Kindred spirit with animals. We then created a logo, packaging, collateral that told the brand story and a website.