Always Natural Since 1875.

Coleman All Natural Meats, the leading legacy all-natural meat brand since 1875, came to CIULLA as they were poised to make a strategic shift into more branded consumer retail markets and expand nationally into foodservice outlets. As consumers continue to seek claim-based meats, such as no antibiotics ever, no added hormones and humanely raised crate free pork, Coleman saw the opportunity to refresh their image and capture audiences.

In partnership with Coleman, we conducted a series of consumer focus groups, in-depth interviews and a national online survey that tested design elements, packaging attributes and claims as part of the rebranding efforts. As a result, we validated a new brand identity and packaging that celebrates the brand’s family farm heritage and commitment to all-natural, humane animal care.

The new identity features the tagline “Always Natural Since 1875,” which speaks to the longevity of the brand, against the backdrop of a bright contemporary designed farm scene with a clean, easy-to-read, customized wordmark. The new visual language and unique blue holding device, with its deckled edge, speak to it's quality and authenticity.

With the rebrand, CIULLA was also enlisted to redesign the Coleman website. Consumers will find a revitalized website and a larger on-shelf presence from Coleman as the brand expands various product lines in 2024.

In July of 2024, the first re-stocked month with the new design to compare sales results from FY '23 to FY '24, Coleman Natural's Monthly Gross Sales saw more than a double digit increase. When comparing YOY Sales to-date in FY '24 within the club-store channel specifically, sales exceeded FY '23 12 month sales in an 8 month period in FY '24.