Stahmann Farms is the southern hemisphere's largest and most established pecan producer. It offers a diverse range of services, from growing to packaging and marketing. It is a company that is steeped in tradition and is valued for its premium ingredients and products.

When Cabria Design started working with Stahmann Farms two years ago, the brand was suffering from inconsistencies resulting in poor brand awarness and was not reflecting the premium products it was promoting.

Our challenge was to:

• rejuvenate the brand to clearly position Stahmann Farms in the minds of prospective consumers as a premium   Australian brand

• raise brand awareness

• expand its target market to include a more affluent and internet savvy consumer, without alienating its traditional  target market

• segment and coordinate the brand to allow it to enter new markets, such as gourmet retail and corporate sales

A striking encapsulated logo was created, which could be implemented across the three main parts of the Stahmann Farms business and its marketing collateral:

• Corporate, for internal, business to business communication and wholesale transactions

• Gourmet, for upmarket catalogue, online and specialty foodstore retail sales

• Retail, for supermarket sales

A colour palette of earthy, contemporary Australian colours was developed for impact, contrasted with metallic gold to convey premium quality. Cabria Design worked closely with the Stahmann Farms's marketing team and established that redesigning the company's packaging would play a large role in the overall rejuvenation of the brand. Stahmann Farms original packaging was simple, cost-effective and Australiana-inspired, but was preventing the Stahmann Farms brand from achieving its full potential.

With packaging, the key factors to consider in its redesign was its cost-effectiveness across a relatively large range of products and its ability to keep these products in optimum condition, considering that most are currently being sold by mail or internet order and delivered to consumers nationally and internationally. Visually, the packaging needed to capture the essence of the Stahmann Farms company and its philosophies, be eye-catching and be successfully implemented across a family of packages.

A family of boxes and a cake tin was created to package around 35 or more products, offering the company great cost effectiveness. The packaging is then tailored with specific product labels. An offshore company was sourced in order to produce quality packaging to protect the premium products, at an affordable unit price.

Cabria Design's involvement in implementing the rejuvenated Stahmann Farms Brand has been all encompassing, from corporate stationery, advertising and product catalogues to packaging, POS displays and shipping cartons.

The launch of Stahmann Farm's new packaging, has opened opportunities for the company to soon retail its products in national specialty gourmet foodstores and to enter the corporate market with BHP Corporates.