Giving well-travelled recipes a passport to your sofa

FERNWAY FOODS

Peer Foods is a 150-year-old meat and fine foods company based in the Midwest. They came to us with a few recipes and an idea to launch a sister company that would create fresh and convenient heat-and-eat meals featuring the best dishes from around the world.

We partnered with the brand to create a core retail strategy, developed its name, gave it a voice, and took the branding and packaging design from an idea to retail. The name, inspired by Fernweh, which loosely translates to “a longing for faraway places,” expresses feelings of adventure, taste, and travel – all which informed the brand's primary positioning.

SERVICES

NAMING
BRAND STRATEGY
TAGLINE DEVELOPMENT
BRAND VOICE
KEY MESSAGING
BRAND IDENTITY SYSTEM
FOOD PACKAGING DESIGN
ART DIRECTION
PHOTOGRAPHY

Fernway foods branding packaging design 4

Because many of the dishes would be unfamiliar to their core customer, we used the brand identity, visual photographic style, and packaging design to feature the dish’s ingredients, which demystifies the newness of each dish, provides familiarity, and highlights the quality of what’s inside.

Fernway foods branding packaging design 2

Fernway foods branding packaging design 9 anim

Fernway foods branding packaging design 10

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Clear Messaging

Brand voice and messaging encourages the target consumer on the packaging to “eat adventurously” and appeals to a love of travel and trying new things, while also making the unfamiliar feel more relatable.

LIFESTYLE & PACKAGING PHOTOGRAPHY, ERIN SCOTT
ON-PACK PHOTOGRAPHY, TERI LYN FISHER

"Design Womb provided a clear and straightforward process that helps you process your thoughts and ideas into tangible, beautiful design and messaging. Their process is simple, approachable, and not intimidating in the least, even for an old meat company."
Pat | Peer Foods – New Product Development
"We were so happy with the first project that we came back for a second project and are positive it will turn out as great as the first."
Pat | Peer Foods – New Product Development