Strategic Shift: Expanding into Consumer Retail & Foodservice

Coleman All Natural Meats, a heritage brand known for premium all-natural meats since 1875, partnered with CIULLA ASSOC to reposition itself for national retail expansion and greater visibility in the foodservice market.

With consumers increasingly seeking clean-label, claim-based meats—including no antibiotics ever, no added hormones, and humanely raised crate-free pork—Coleman saw an opportunity to modernize its brand identity while staying true to its core values of quality and sustainability.

Consumer Research-Driven Rebranding Strategy

To ensure the rebrand resonated with modern consumers, we conducted:

• Consumer focus groups to test branding elements and packaging design.

• In-depth interviews with key retail and foodservice stakeholders.

• A national online survey to validate packaging attributes, claims, and messaging.

The insights from this research guided the development of a refreshed brand identity and new packaging design that reinforces Coleman’s family farm heritage and commitment to humane animal care.

A Bold New Identity & Packaging Design

The new brand identity centers around the tagline “Always Natural Since 1875”, emphasizing Coleman’s long-standing reputation for natural meats. The packaging design includes:

• A modernized farm scene with a bright, contemporary aesthetic.

• A clean, easy-to-read customized wordmark for instant recognition.

• A signature blue holding device with a distinctive deckled edge, reinforcing quality and authenticity.

This rebranding effort ensures that Coleman All Natural Meats stands out on grocery store shelves, club-store aisles, and foodservice distribution channels, strengthening its position as a leader in premium natural meats.

Expanding Brand Presence Online & In-Store

Alongside the packaging redesign, CIULLA ASSOC was also tasked with a website overhaul to align with the brand’s refreshed identity. The redesigned Coleman website offers:

• Enhanced user experience for better product navigation.

• Stronger brand storytelling to engage consumers with Coleman’s natural, ethical farming practices.

• A revitalized online presence that supports Coleman’s growing retail and foodservice expansion.

The Results: A Rebrand That Drives Sales Growth

The rebrand immediately impacted Coleman’s retail and foodservice sales, delivering significant year-over-year (YOY) growth:

• In July 2024, the first month with the new packaging in stores, monthly gross sales increased by double digits compared to July 2023.

• By month 8 of FY ‘24, sales in the club-store channel exceeded total FY ‘23 sales, achieving in 8 months what took 12 months the previous year.

The Takeaways

• Modernizing legacy brands helps capture new audiences while maintaining brand heritage.

• Consumer research is essential for validating design decisions and packaging claims.

• Strong, differentiated packaging enhances brand recognition and shelf visibility in competitive categories.

• A cohesive digital and retail strategy maximizes impact across multiple sales channels.

• Rebranding done right leads to measurable sales growth and greater market penetration.

Let’s Elevate Your Brand’s Presence

At CIULLA ASSOC, we specialize in branding, packaging design, and digital strategy for CPG brands looking to grow their market share. Whether you’re launching a new product, refreshing your brand identity, or expanding into retail and foodservice, we can help you create a design strategy that drives results.