Situation
Considered a “super grain” for its broad range of benefits, the nutritional aspects of food barley are well documented by scientists and experts in human and animal health and nutrition. This has led to an increasing number of food products containing and promoting barley as an ingredient, including ready-to-eat hot cereals, fiber bars, soups and side dishes.
Looking to capitalize on this growing trend, the Idaho Barley Commission (the largest barley producer in the U.S.) recognized an opportunity to brand food barley and continue to generate awareness and drive demand for more products. IBC sought a local agency partner with branding expertise and the creative vision to develop a versatile brand identity (logo and tagline) for future consumer campaigns and inclusion on product packaging. Upon completing their request-for-proposal process, IBC hired Red Sky.
Approach
Seeking to learn everything we possibly could about food barley including consumer perceptions, we kicked off the project with a discovery session, where we discussed IBC’s preferences on color, typography as well as relevant food-related brands they love. This information was compiled and distilled into a mood board, which helped us focus the creative development process.
Results
Extremely pleased with the fun, whimsical logo and benefit-focused tagline they were looking for, IBC reports receiving delightful praise from food producers and other partners upon experiencing the new brand for the first time. IBC is eager to see the logo increasingly displayed across all types of food packaging.