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The Black Farmer


Planning Unit revamps packaging for The Black Farmer product range.

Originally brought onboard by director Tony Kaye to produce graphics for The Black Farmer TV advert, Planning Unit were tasked by Wilfred Emmanuel-Jones, The Black Farmer, to come up with a new way to introduce product lines to the expanding range.

Our solution was to change the hierarchy of information on the existing packaging, placing emphasis on the type of meat and flavour first, product type second and brand last. Utilising a strong typographic system, not only gave the product a stronger presence but also informed consumers that the product range extends beyond pork-based products in a clear, concise way.

To differentiate product types and flavours we also implemented the concept of a colour system to compliment the already strong brand image of Wilfred holding the Union Flag. This meant applying the same visual system across the entire line of products leading to a redesign of shelf ready packaging and digital billboards to give a consistent look and feel across the product range.

The strong brand image together with a vibrant clear labelling system clearly sets The Black Farmer range apart from other products in the same sector.

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The Black Farmer

“Working with Planning Unit has been a breath of fresh air. Great sensitivity to a brief and great creativity in response.”
Wilfred Emmanuel-Jones, Founder/Director, The Black Farmer
“Having direct access to Jeff at all stages of this project ensured uncluttered communication and as a result speeded up the process. Jeff’s calm approach and seemingly endless patience throughout the numerous layers of approvals was commendable. I would and have recommended Planning Unit.”
Wilfred Emmanuel-Jones, Founder/Director, The Black Farmer