Hampton Farms

Agency: Kaleidoscope
Designers: Matthew Clemens, Nick Wright, Bill Harper
Country: United States

Hampton Farms might be the leading provider of in-shell peanuts in the United States, but they didn’t look like one when they came to Kaleidoscope. Their logo and packaging were outdated and as the product portfolio started to expand, the look and feel became disjointed and very inconsistent. Not only that, but the line segmentation was not intuitive, making it difficult for consumers to shop the category.

Before tackling the identity and packaging, we wanted to first understand the equities of the brand, the consumer target and how the different products in the portfolio relate to one another. The Hampton Farms packaging architecture was developed based on a new positioning statement, “Farm Fresh.” With the strategy in place, the team began to explore new visual territories for the brand. The new system needed to be powerful, flexible, and able to extend across all segments of the Hampton Farms portfolio. It also needed to reinforce the key Hampton Farms attributes around freshness, tradition of quality, grown with care and fun/sharing.

Kaleidoscope created an ownable and fresh look for the brand, which clearly differentiates between products, consistently builds on the equities for the brand and helps reinforce Hampton Farms as a leading snack brand.