Paisley Farm

[Rebrand]

Overview

Paisley Farm is an 80 year old company that produces a variety of jarred offerings like Five Bean Salad, Pickled Beats and Hot Brussels Sprouts. The brand has found success converting consumers to loyal fans through their high quality products, but are now looking to expand their product line beyond the jar and into the frozen and refrigerated sections.

Goals

Craft a new brand positioning, tagline, logo and brand identity that brings Paisley Farm into the modern era.
Launch three new products with new names & packages that reflect their new look in a new space: the frozen and refrigeration category.
Sell-in these three new products to Costco buyers and earn shelf space all year round.

Challenges

Little Brand Recognition: Paisley Farm is known as the bean-salad company. They have very little to no name recognition and are only recognized by their products.
Seasonal Products: Their current product line is purely seasonal, but newly launched products are designed for year-round shelf presence.
Struggle to obtain first-time buyers: Their high-quality products are beloved by a dedicated audience, but are struggling to break into new and expanded audiences.
Costco Buy-in: Paisley Farm is facing particularly challenging buy-in obstacles in their selected region.

Copywriter: Evan Bair

Art Director: Justin O’Brien

Creative Director: Kevin Tufarolo

Phase 1: Craft The Brand Strategy & Positioning

We initially developed several different high-level brand positioning statements with descriptions and mood boards that captured the essence of each idea.

Simply Paisley

Life is full of complicated choices. It’s hard enough to decide what to eat let alone find something satisfying and delicious to put on the table. When you need one less complicated decision to make, simply choose Paisley Farm. Many other foods are packed with extra stuff you don’t need. Our high-quality standards match yours, allowing you to make one easy choice when life gives you too many. Simply open and enjoy. That’s simply smart... That’s Simply Paisley.

The Paisley Promise

Paisley Farm, where every meal is timeless, and every ingredient is a story waiting to be told. Delicious, handpicked apples from Washington, brussels sprouts plucked at the peak of freshness from Belgium, the sweetest and juiciest pineapples from Costa Rica and the freshest beans harvested in Michigan. At Paisley Farm, we meticulously search, select, and package the freshest ingredients, the ripest fruits, vegetables, and beans to give your family the highest quality products available. We care this much about curating your food because we know you deserve to feel good about feeding your family. We are dedicated and committed to providing you with the highest-quality ingredients in everything we make, and we stand by that without exception, because that’s the Paisley Promise.

Approved Brand Positioning

Paisley Charm

At Paisley Farm, we’re dedicated to making your life easier. We put in the hard work to source the freshest ingredients and prepare our products with honesty and care, so you can effortlessly open and enjoy. Whether you’re bringing the sides to a family get-together or simply putting dinner on the table, Paisley Farm has products you and your family will enjoy time and time again. Our recipes offer the delicious taste of a homemade meal without the work. Convenience reminiscent of a simpler, easier time… that’s the Paisley Charm.

A Touch of Paisley

Paisley Farm brings you a delightful selection of satisfying, high quality homemade goodness for every occasion. Whether you’re hosting a summer gathering or a cozy holiday feast, our internationally curated products will turn any get-together into one you’ll never forget. Whether you’re adding a jar of five bean salad to your picnic, incorporating cinnamon apples into Grandma’s dessert, or grabbing a sausage biscuit for a quick on-the-go breakfast, make every occasion delicious with a touch of Paisley.

The Paisley Promise

TONE: Confident, Adventurous, Authoritative

All in on “The Best of the Best”

Concept:
At Paisley Farm, we meticulously search, select, and package the freshest ingredients, the ripest fruits, vegetables, and beans to give your family the highest quality products available. Our formula is simple - we craft timeless favorites with homemade charm for every generation to easily enjoy. Whether it’s a quick on-the-go homemade sausage biscuit or the perfect delicious pairing for a picnic, Paisley Farm provides conveniently delightful products sourced with warmth and care.

That’s the Paisley Promise.

Why It Works:
By positioning ourselves as the company who goes to the ends of the earth to source the best stuff for our products, we appeal to consumers looking to feed their family the very best ingredients from around the world. We promise our consumers an unwavering commitment to that ideal.