Fighting climate change one pig at a time

Singing Pastures is a network of small family farms on a mission to sustainably and humanely raise the tastiest, healthiest pork on the market — using regenerative agriculture, farming methods that help reduce global warming. That’s a complex story to communicate. And in the crowded health food marketplace, they struggled to stand out. Enter Thinkso. We renamed and repositioned the company to lead with their environmental message, including a new tagline: “Pork for the Planet.” A new brand identity, website, product packaging, and marketing collateral rounded out our deliverables and set Singing Pastures up for success in business — and in helping consumers work toward a more sustainable world.

“Thinkso did a fabulous job of listening to our problems and distilling our message. The branding isn’t just a new look; it is a whole new way of presenting ourselves to the world.” Holly Arbuckle, Co-founder, Singing Pastures

Thinkso developed a suite of logo treatments to suit a range of formats. The hand-cut, Americana-style look and feel positions Singing Pastures as a wholesome, artisanal brand, setting them apart from down-market meat and jerky competitors and Paleo-centric products. It also helps them appeal to a broader audience, including parents looking for healthy snacks for their kids.

Their product line comprises snack sticks, artisanal salami, and fresh pork. We developed packaging in a range of flavors for the sticks and salami, highlighting the fact that the pigs are pasture-raised and grass-fed—a method almost unheard of in pork farming. For the wholesale pork, which is sold to farm-to-table restaurants, butcher shops, and health food brands, we designed a simple “Premium Pork” label.

We created an ecommerce website to tell Singing Pastures’ unique story, educate consumers about the benefits of regenerative farming, and present the delicious (and beautifully packaged) product offering.

To connect with a broader consumer audience, we developed a robust social media strategy and creative campaign. The memes, GIFs, and images showcase the company’s unique, environmentally-friendly farming techniques and offer consumers ideas for enjoying the shelf-stable Roam Sticks in different ways.

While traditional farming depletes the soil and releases more carbon into the atmosphere, regenerative farming can reverse global warming by producing healthy plants that pull carbon out of the atmosphere—and create a more nutritious diet for the pigs. We wrote and designed an infographic that illustrates the process so that Singing Pastures could educate consumers and the general public.