Jun 11, 2009
Archer Farms
Designed by Tomorrow | Country: United States
“Target Corporation needed an upscale look for its premium food label—one that would go against the grain, standing out among the clutter, din and hue of typical supermarket shelves. Our solution centers around a fresh “sprout” logo that steers away from a barnyard look that might be expected of a brand called Archer Farms. The system is clean and simple featuring sans-serif fonts, a vivid palette and a decidedly European use of white space.”
21 Comments, Comment or Ping
Eli
hmm… i’ve seen this before:
http://www.bahamas.com/
Jun 11th, 2009
Ben Peck
I’ve always loved there design work.
Jun 11th, 2009
don
Underwhelming. Maybe the old Archer was too retro, but this makes me think of corporate agriculture + something vaguely European mega-market.
Jun 11th, 2009
kym
so is this just “pie in the sky” or will it go through to the stores?
Jun 11th, 2009
wmwm
It looks delicious!,
reminds me of ‘NySushi’ by tDR.
_
Jun 12th, 2009
arthur
This actually looks extremely similar to Publix’s current packaging scheme. Minimal, a combination of one solid color + white, and a cute little illustration for each type of product.
Jun 12th, 2009
PhilRules
To me this treatment kind of cheapens the whole Archer Farms brand. It seems too similar to the Up & Up re-branding and Publix Brand goods. I always thought Archer Farms was supposed to be more high-end generic. I guess this must be their attempt at not scaring people off who are strapped for cash.
Jun 12th, 2009
Nick
Brian Gunderson at Templin Brink did this years ago. It was a design option that didn’t get picked up. Gaby Brink is currently at Tomorrow.
Jun 12th, 2009
tlo
This was created a while ago for a pitch when they redesigned the packaging about 4 years ago. It’s smashing. A friend of mine worked on it at Templin Brink. Nice, but it didn’t go through.
Jun 12th, 2009
Quality Vintage
That’s old work from the Templin-Brink days…
Jun 12th, 2009
dan
Reminds me of this: http://popsop.com/8223 and something else, but I can’t put my finger on it yet. Maybe Fresh & Easy?
Jun 12th, 2009
allie
this is oooold. Like 2003 or something. Done by Templin Brink before the split up. Target ended up choosing their current Archer Farms design.
Jun 12th, 2009
in the mix
This was great work that never made it to the shelves.
Jun 13th, 2009
Dave
Reminds me of Tropicana redesign. http://www.underconsideration.com/brandnew/archives/pepsi_takes_the_tropic_out_of.php.
I read this lowered sales? Correct.
Archer Farms currently looks looks like a high end brand. I the goal is make it look cheaper and stand out. This works. Just need to lower the prices.
Jun 14th, 2009
muffin
This is a concept file and not reality. Target is not redesigning Archer Farms.
Jun 15th, 2009
Andy
Glad this didn’t go through. Those geometric leaf shapes have been done to death. On top of it, this seems to look dated, not retro, at least on the cereal box photo.
Jun 16th, 2009
Sara W.
Looks a little like the bahamas branding too. It seems more Target, though…
Jun 26th, 2009
Julie
I remember seeing this from Templin Brink about 5 years ago. It’s weird that it’s getting new attention now, especially since it was just a concept and was never picked up. There was some very nice and very different feeling work that Michael Osborne did for the brand that actually was approved.
Sep 15th, 2009
johnm
Why would anyone want to “steer away” from an evocative brand name that suggests home-cooked meals?
Oct 23rd, 2009
LAURIE
I wanted to know where Archer Farms is located and where they get their items to make their products?
Dec 3rd, 2009
Judy Swearingen
I loved your Key Lime Cookie Straws, but recently bought a box with the flat top and I think you have changed your recipe. They are not flaky anymore nor does the Key Lime flavor come through. Am very disappointed.
Judy Swearingen
Dec 24th, 2009
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