American Berkshire Association
A New Identity for One of America’s Oldest Trade Groups
Nationwide
SERVICES
Brand Strategy
Verbal Identity Development
Visual Identity Development
Collateral Design
The Brief
The American Berkshire Association is a community of farmers, vendors and industry leaders committed to supporting the Berkshire pork industry. The ABA supports the preservation and longevity of purebred Berkshire pork through community activations, resources for small, family-owned farms, education for foodservice providers and access to a higher quality, superior tasting heritage pork for consumers. In a world with increased competition not only from other types of pork, but other animal and plant proteins as well, the ABA recognized the need to better educate consumers as to the history, benefits and importance of authentic Berkshire pork.
In order to raise awareness of the association’s value to farmers, our team was tasked with developing a clear and concise brand story and key messaging that would easily allow consumers to recognize Registered Berkshire Pork as the seal they could trust for superior quality and flavor. A cohesive visual identity was needed to drive brand awareness, loyalty and trust. Our team conducted stakeholder interviews with farmers throughout the country to understand who they are and how the association could support their business goals. We also took a deep dive into the market strategies for a variety of farmers ranging from small family farmers to mid-size producers. Understanding the packaging and processing process was important to developing a visual system that would be utilized by so many different types of stakeholders.
In addition to a refreshed visual identity system for the Association, our team also developed a proprietary gold-foil seal for their registered farmers to use across consumer product packaging. Easy to identify and recognize, this seal provides consumers nationwide a peace of mind that the product they are purchasing is the highest quality, 100% purebred Berkshire pork, verified by the American Berkshire Association. We also worked with the Association's internal team to develop a range of marketing toolkits that provided their registered farmers with the materials to use in their efforts to drive awareness and education within their local communities around the benefits of premium Berkshire pork.
