Meine kleine Farm

Meine kleine Farm (Berlin, Germany)

Meine kleine Farm (My little Farm) sells organic, free range meat products from happy animals. The animals have lived decent lives on small, traditional farms and are slaughtered by local family-owned butchers. A photo of the exact animal that you eat is on the packaging. Translated into English the tagline reads: We give meat a face.

Challenge: How do you educate customers on the problems of meat consumption and sell meat products at the same time?

The brand has to be upbeat, approachable, honest, transparent, sincere and fun. It has to do so while dealing with the reality of meat production and the slaughter of animals.

Solution: Make it about the animal. Tell the story about the small farmer and the local butcher. Communicate total transparency. Show a portrait of the exact animal they are eating. Introduce the farmer and local butcher, including the distance between the two.

Brand identity
Logo Design
Website
Packaging
Collateral

The majority of us eat too much meat and we know it. High meat consumption effects our health, gives way to large-scale factory farms and results in deforestation in favour of soy crops. We have gotten used to low prices and constant availability of meat products, while ‘life’ and death of animals happens in closed-off abattoirs. (Yes, animals still have to die for bacon and sausages.)

Meine kleine Farm (My little Farm) aims to re-establish respect for animals and their meat by creating the utimate transparency in food production.

The packaging of each product shows a portrait of the exact animal it was made from as well as additional info such as date of birth and slaughter. On the website additional photos
and video clips of the animals are available.