Kent feeds/Blue Seal feeds

Taking two heritage brands into the next century.

Services

Branding

Creative Services

A trusted family.

As part of Kent Nutrition Group, Kent feeds, and their sister company, Blue Seal feeds, are known for manufacturing animal nutrition products that are consistently high quality. Naturally, generations of farmers, ranchers, and producers across the country trust their livelihood to these brands. One other reason they’re so trusted by farm families? After 90 and 150 years, both brands are still family-owned and operated.

Our Challenge

Formulating a plan.

Brands that have been around for 90 and 150 years have great reputations. They also tend to get a little stagnant in appearance. The Red Dot team was tapped with invigorating the two brands by creating new campaigns to pay homage to their heritage, sure, but also to feature their renewed drive to innovate and evolve to support the agricultural community.

Our Solution

Brand new feel.

We took a close look at what made these brands special—trust. Then, we aimed to capitalize on that feeling by developing messaging pillars for support, including reputation, research, quality, and more. Each pillar would feature in advertising, trade show booths, social media, and beyond.

Brand elements/Logo

Quality ingredients.

We built a campaign badge that conveyed key attributes of the brand, including pride, confidence, and quality. Then, we paired it with the updated Kent and Blue Seal logos to create a “Built on Trust” lockup that serves as a powerful payoff. Weathered but strong, the badge feels timeless and authentic, just like the profession of farming.

Hands-on.

Hands-on

Bold and powerful, the Built on Trust campaign launched with much fanfare plus a beautiful collateral piece delivered to stores and dealers across the Midwest and up the East Coast. The brochure featured custom photography of multiple species and the introduction of the messaging pillars—all driving to product pages touting new packaging.

Print Ads

Peak performance.

The Built on Trust campaign translated perfectly into print ads for special publications, including beef producers and equine enthusiasts. Using the messaging pillars of quality, research, and performance, we were able to promote products with an added benefit—trust.

Photography

Up close and personal.

Members of the Red Dot team traveled across the country, stood knee-deep in mud, and crawled into cattle pens to get shots of animals at their best. We even wore safety gear to shoot inside the ultra-clean, ultra-safe manufacturing plants. Each shot helped us tell the story of the quality that Kent and Blue Seal put in every bag.