Conagra Brands
100 years of reinvention and counting
- IDENTITY
- BRAND LANGUAGE & ARCHITECTURE
- BRANDED ENVIRONMENT
- EMPLOYEE LAUNCH COMMUNICATIONS
The Challenge
Legacy of Relevancy
Founded as a grain consolidator in 1919. Known as the acclaimed creator of Duncan Hines cake mix in 1951. Today, the Conagra portfolio of brands is found in 99% of American households. Reinvention continues for this 100 year old disruptor.
The Solution
An Awakening
At the heart of this organization lives an entrepreneurial spirit, a spirit driven to make great food to serve consumers' ever changing needs and tastes. Under new leadership, this spirit was awakened and a new identity was created to signal a new day. It was time to leverage the value of their iconic brands while operating to fulfill customer and consumer needs in a smart and simple way. ConAgra Foods became Conagra Brands and a new modern day sensibility was born.
Our Approach
True Meaning
The new identity was designed to communicate the organization's focus on the ingredients that come from the land and live at the heart of their brands. The warmth of the sun and water's pure goodness provide symbolism of Conagra's new operating commitment. The vibrancy of the identity brings forward a dynamic energy that connects to their high impact culture. Moving Conagra Brands' headquarters from Omaha, Nebraska to Chicago's Merchandise Mart was proof of their vibrancy and willingness to transform. A primary goal of the identity and brand language was to convey Conagra's authentic heritage and Midwestern roots while communicating their passion and courage for innovation and change.
In Conclusion
A New Day Dawned
Conagra Brands, an $8 billion CPG company, has reinvented itself with a heightened sense of clarity and purpose that is disrupting category paradigms. This new identity is symbolic of their reinvention and has become the face of their mission. More importantly, this identity has become a beacon for change and an inspiration for what's possible.
