Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

FARMERS MARKET – from FARM to BOWL

“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.“

Germaine Chua
Category & Strategy Director
Real Pet Food Company

With 46% 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. Our challenge was to develop the new brand and a full visual identity system.

The brand name Farmers Market was created to bring to life the 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. All 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 the creation of a masterbrand visual 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!

*Source: NewsLifeMedia (NLM) research, November 2015.