Layena Poultry Feed

A deep understanding of the agricultural retail environment was integral to the success of the Layena Premium Poultry Feed re-brand. Layena is targeted to the backyard enthusiast who treats "her girls" like family pets and loves the idea of feeding her family wholesome, fresh eggs from her own backyard. The packaging conveys warmth, featuring pretty birds and weathered barn wood. Ease of shopping is important to this target. Since agricultural feeds are seldom displayed upright on the retail shelf, McCord positioned emblematic photography at the base of the bag so that the shopper could determine instantly whether the feed is for layers or baby chicks, etc. Key product benefits are also bullet-pointed near the bottom of the bag.