In the second part of our three part series “To Brand or Not to Brand,” we give Schmieding Produce a much-needed identity overhaul. As we mentioned previously, there are only two reasons to change a corporate identity. In this case, Schmieding produce was on the cusp of a dramatic change. (To see what the second reason is, go to the first blog on the subject.)
CJRW New Logo New Branding Schmieding Produce

A recent acquisition from the Woerner Holdings, Inc. brought the addition of a packing plant and a 1,800-acre farm to Schmieding Produce. These changes, along with an existing state-of-the-art transportation department, have turned this produce supplier into a nationwide network of family farmers. Woerner Holdings quickly determined Schmieding was in need of an updated image to reflect their new spirit of vertical integration and innovation.   

Through CJRW’s brand camp workshop, the first need that was identified was a new identity to replace the dated Schmieding cornucopia. The updated visual language had to be vibrant and include a fresh color palette to capture the company’s new energy. It also had to exude a polished professionalism to communicate the impressive stature of the company.

However, it was agreed by everyone in the workshop that the most important attribute to communicate was trust. Although it’s a new era for the company, the relationships built with family growers for almost 80 years still remain. This aspect hasn’t changed, and Schmieding’s new look must convey this to all of their business partners new and old.

It’s also important for our new identity to be versatile. This way Schmieding can take every opportunity to communicate the company’s new energy and old values.
 
CJRW New Logo New Branding Schmieding Produce

Finally, to take the company into the digital age, the identity we create must translate well to web and mobile applications. An updated website launched this fall to introduce the industry and the world to the new Schmieding Produce.
CJRW New Logo New Branding Schmieding Produce