Laura’s Lean Beef was a small, regional brand of natural beef located in Lexington, Kentucky, using only lean breeds of cattle raised with no antibiotics or hormones. Working with Icon, Laura’s experienced explosive growth with distribution in thousands of stores nationwide. After the acquisition of the company by Meyer Natural Foods, management made the decision to extend the brand beyond the fresh meat case and into better-for-you pre-cooked meals. The challenge was to refresh Laura’s visual brand identity to appeal to a new generation of consumers while designing packaging that would not only win at the point of purchase, but also be flexible enough to apply to new and different product lines.
Beginning with the core (but dated) brand equities and applying learnings from our competitive audit, as well as consumer focus groups, Icon began an
extensive exploration of a new brand expression for Laura’s. The goal was to contemporize the brand visually, tell Laura’s story and build trust among natural beef shoppers. Elements included a new brand mark, fresh color palette, and a lighter photography approach. Icon carefully designed new ways to treat certain legacy brand elements that needed to be preserved, such as their familiar diamond pattern and imagery of the founder that consumers stated was important.
The new products gained immediate shelf space and new consumers searching for healthier alternatives to frozen dinners. The new brand identity was extended to every consumer and trade touch point. With its momentum, the company immediately began searching for new ways to stretch the brand, including convenient food items, such as soups, as well as proteins beyond natural beef.