Armstrong & Scotts Bird feed

Armstrong Milling came to us with a problem – they lacked consistency and accuracy. Their line of Scott’s bird feed needed a evolutionary design refresh to enhance it’s unique selling features for their loyal birding customers. Together we collectively came to a solution that enhanced the meaning behind the design. In turn, the new packaging attracts wild bird enthusiasts as well as bird watching hobbyists alike.

DATE
September 2014

CATEGORY
PACKAGING DESIGN & PRINT DESIGN

STRATEGY

After meeting with Armstrong and listening to their story, it became quite clear that their passion for the types of birds and the bird watching industry needed to be included in their overall packaging. The packaging needed to make sense and co-relate. From the scientific meaning behind each carefully selected ingredient, to the behaviours and patterns of each specific bird species, to market each blend accurately. We needed to find a solution that would be recognizable enough for the everyday bird hobbyists consumers, as well as the hardcore bird watchers.

ELEMENTS

Print/Packaging: With our new formed wealth of knowledge thanks to Armstrong’s passionate representative, we were able to understand the meaning of both science and nature coming together to formulate their expertly crafted bird feed blends. We were able to capture each specific birds that the blend attracts and do an overhaul for consistency to make it really pop on the retailer’s shelves.

With the catalogue, we further explored and illustrated how science and mother nature come together to formulate each blend. The catalogue is now an essential marketing and informational tool for sales rep and retailers to better assist and leverage consumer and bird enthusiasts’ needs.