Transitioning to a more corporate-centric marketing approach required a stronger, updated identity for New Generation Supplements internal culture, as well as its marketplace. The move to a new identity began with a name change from New Generation Feeds to New Generation Supplements. The latter is a stronger reflection of what the company produces and how it fits in the marketplace.
Designers needed to migrate from a literal farm and ranch illustration to a more distinct corporate image. The new corporate identity needed to be strong enough to balance several product line brands that are well known in the industry. Designers researched similar corporate/product brand relationships before arriving at the final concept.