Scratch & Peck Feeds | Livestock Feed

Deliverables:

Branding
Collateral
Packaging

Scratch & Peck Feeds is an established producer of organic animal feed who had a prominent consumer base, but needed to liven up their brand to match their growth in the feed industry.

You can find their products HERE!

Logo: Marc Girouard
Illustrations: Dani Severson, Marc Girouard, Tory Cunningham
Art Director: Renee Dimalla
Creative Director: Andrew Bolton
Website: Murmur Creative
Chickens in front of a barn with a logo of a rooster on it, featuring a yellow circle background. 
Discovery

While we began the initial logo process, it was decided early on that we wanted to keep the primary focus on the hen. To make sure we were embodying our strategic brand pillars, our chicken had to exude confidence and a friendly nature. Above are early explorations of the Scratch & Peck Feed logos that we concepted.

Comparison of two scratch and Peck feeds logos on a yellow background, with the left logo labeled 'Before' and the right logo labeled 'After.' The left logo features a chicken illustration and the phrase 'You are what your animals eat,' while the right logo depicts a rooster or chicken head in black and beige. Both logos contain the text 'Scratch and Peck Feeds'. 
Discovery Phase

The S&PF team had a vision that really pushed what was a great DIY and down to Earth aesthetic they had been working with.

We were able to figure out a look that leaned into established, thanks to the logo done by Marc Girouard.

Nourish to Flourish

A textured beige background with an off-center white card that features the words 'Bold Determination, Genuine Authenticity, Greater Responsibility, Positive Energy' in black font. Surrounding the card are illustrated golden chickens, a hen with chicks, and a sun illustration.
Business branding materials for Scratch & Peck feeds, including business cards, a sticker, packaging, and envelopes, with a yellow and brown color theme and illustrations of a lion or similar animal.
Two informational posters on a textured gray background. The left poster discusses treating and nourishing animals with focus on regenerative agriculture and animal welfare, featuring a yellow chicken illustration at the bottom. The right poster details the organization's mission to promote wholesome and nutritious animal food, decorated with yellow abstract patterns.
A collection of branding and branding guidelines documents for Scratch & Peck Feeds, including their logo, color palette, typography, and mission statement. 
Branding

Marc’s logo really helped bring the branding together in a way that allowed us to establish visuals that emphasized Brand Strategy’s Brand Pillars. All were lighthearted, yet spoke to this awesome brand that S&PF’s founder Diana Ambauen-Meade had initially created to get her own chicken flock nutritious feed.

Packaging design for Scratch & Peck Feeds, an organic animal feed brand. The design features a brown label with black text, a bright yellow square with an illustration of a rooster and the text 'Going Beyond Organic', colorful stripes, a small image of eggshells, and the brand logo with a rooster silhouette.
Close-up of a package label for organic layered mash bird food, showing ingredients like seeds and grains on the left side and nutritional information on the right side, including the feed duration of over 20 weeks and 18% protein content. 
Brand Visual Identity

Icons were created that better helped consumers figure out which animals could eat the feed, while 3 colors were used to divide the food into feeding stages. Orange was used for Starter feed, which includes chicks and young chickens, while green and a bright aqua blue were used as Grower and Layer feed.

Multiple bags of Scratch & Peck organic gluten-free layered mash chicken feed in different colors and flavors, with the stand-out bag in foreground showing a chicken logo and the text 'Scratch & Peck Feeds' and 'Organic Layer Mash'.
Yellow background with black text reading 'Supports Digestion' and an illustration of a stylized digestive tract with lines indicating activity.
Six animal icons on adhesive stickers arranged on a brown textured surface, featuring a lion, a duck, a pig, a goose, and a dog.
Packages of Scratch & Peck organic animal feed, including starter mash, layer mash, grower mash, and a bag labeled food, displayed outdoors on hay bales in a field.
Pattern featuring orange illustrations of a rooster in a circle, the brand name "Scratch & Peck Feeds," and the phrases "Going Beyond Organic," "Estd 2010," on a beige background.
Stack of colorful bags of organic animal and vegetable feed, with a bag labeled 'Scratch & Peck' in the background, on a grassy field. 
Packaging

In the past consumers had difficulty differentiating between Scratch & Peck products. We added hierarchy and organization to the new packaging, with a color system and illustrative symbols to help aid this issue. Kraft texture bags are a stand out on the shelf compared to other feed bags, so we leveraged this and included it as a prominent piece of the design. Overall we sought to make the packaging feel wholesome and reminiscent of a homestead.

Various Scratch & Peck organic farm animal and vegetable feeds on a wooden table, with stacked hay bales in the background.
Four baby chicks in front of bags of Scratch & Peck Feeds chicken feed, with a light-colored curtain background.
Feed supplies including bags of organic herbs, starter mash, starter grit, a chick guide, and metallic eggs, set against a beige and gold curtain background.
A cardboard box labeled 'Welcome to Chick Season!' on a yellow background, and a yellow poster titled 'Chick Guide' with a graphic of a chick and a black oval that says 'Golden Egg Giveaway'.
Black and yellow design featuring a chicken illustration with the words 'Genuine AUTHENTICITY' and 'Positive ENERGY' on packaging
Three brown cardboard boxes with printed text and logos, arranged in a pyramid shape against a bright yellow background. The boxes feature branding from Scratch & Peck, promoting products like a starter bundle, a feeling lucky egg giveaway, and a welcome to chick season message.
Multiple cardboard boxes featuring a black illustration of a bear and the text 'Nutrition & Flourish' and 'Going Beyond Organic' stacked together.
Four social media posts about farm animals and chickens, featuring text about new looks and feels, eggs, composting chickens, and raising friendly chickens and ducks.
Collage of infographic panels about various vegetables and eggs, including pros and cons of tomatoes, leafy greens, carrots, and wheat, along with images of farm fresh eggs and a girl collecting eggs in a basket.
Screenshots of social media profiles for Scratch and Peck Feeds, a pet supplies company, displayed on three smartphones with a bright orange background. The profiles feature posts about pet food, giveaways, promotions, and product images.