The Honest Turkey team saw an opportunity to gain even more traction and additional credit for the brand’s differentiating qualities. They asked Mackey to first evaluate the existing ground turkey package design and from there, launch into a full redesign. The new design took on carefully determined color palettes, fonts, textures and key emphasis on Honest Turkey’s number one claim and purchase-driver: No Antibiotics Ever.
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Because these turkey products come from family farms, maintaining an element of nature was important to the brand. We created a more contemporary, cohesive look by incorporating a pasture scene into the rest of the package.