Good Ranchers

Good Ranchers are a D2C meat delivery service based in Texas. Founded in 2018 by Ben and Corley Spell with a mission to support American farms and provide trustworthy, American-sourced meat directly to consumers. With a background in ministry and music, the company was born from the Spells' desire for transparency in their food's origin, as they discovered the high volume of imported meat in U.S. stores and wanted to ensure their own families ate high-quality food from local farms. Like most startups Good Ranchers owners were doing a half a dozen roles simultaneously, lacked a growth marketing strategy and used a parody stock design approach. While they were still a success story they had taken the short cuts most new company's follow: a lack of ownable branding combined with a lack of advertising and marketing strategy. From a category perspective it was quite hard to differentiate one meat supplier from the next, but Good Ranchers had a point-of-differnce. While the rest imported cheaper meat, Good Ranchers used 100% USA only sourced product.

To address the parody issue we created an ownable branding platform that came directly from the the company name and the product line. Iconography reminicent of a cattle ranchers branding iron gave Good Ranchers disctinction and built off the heritage of cowboys. For a ranch, a cattle brand represented far more than just ownership; it symbolized the family's identity, heritage, reputation, and commitment to their land. This was particularly true in the American West, where cattle roamed vast open ranges and the brand was the ultimate statement of a ranch's legacy. To further this approach we used pen and ink illustrations that exemplified the same historical nature of the cattle brand and gave an ownable, authentic feel to a category filled with stock imagery. A storyline evolved for the brand.

Typography and color theory reinforced the tonality of the rancher, but contemporized the brands long term goals by adding a modern deep corn yellow and brick red as primary colors. Gourmet food photography took the place of unappealing cart check-out style meat slabs now showing the inspiring end result of cooking and enjoying a meal vs being on a raw meat production line.

A self-depricating play on words became the concept of being "good ranchers" vs amazing ranchers and great food vs great meat. The tag line came naturally: "Good Ranchers. Great Food." Partnerships with iconic companies reflecting Good Ranchers ideals like Lodge cast iron, Stetson hats, Stanley Classic Stainless Steel mugs and bottles, Thursday Boots and Leatherman tools. This allowed Good Ranchers to expand its customer base while using a newly developed program "The 0% Promise" which capitalized on the companies commitment to 100% USA only sourced meat and zero imports unlike the rest of the category.

Testing and analytical data* for Good Ranchers rebrand:

Logo and Name:
88% of target audience found the rebrand “extremely” to “very” appealing.

Sales impact:
85% would now consider purchasing from Good Ranchers

Branding:
87% found the logo relevant
99% found the logo creative
74% found the design on brand
78% found the name and logo engaging
75% found the logo contemporary

Actionable and vanity metrics:
1365 accounts reached +124.8%
497 accounts engaged +100%
8300 new followers +524%
934 accounts engaged +100%
37% referral new website visitors
80% direct new website visitors
22% organic new website visitors
2,978 new website visitors +220%
+41% Google Search interactions