Pennridge Ranch Meats
Wrangling a fresh identity for
a family-owned cattle ranch moving into the D2C industry
Date
October 2020
Location
Paige, TX
Scope
Identity, Illustration, Digital, Print
Role
Art Direction & Design
Background
Established in 1978, Pennridge Ranch began raising “Brangus” cattle for their inherent heat tolerance and great beef quality. 40+ years later, the DeLeeuw family decided to start sharing their heritage meat with the public. To accomplish this, they needed an updated identity to go with their new business, plus an e-commerce site, allowing customers to purchase and ship preferred cuts direct to their home address.
Pennridge Ranch wanted to keep their (literal) brand mark, a clever combination of a backwards “P,” and the letter “R,” but needed a way to visually distinguish the cattle ranching from the meat production business. While under the hood, I planned to streamlined their original brand mark and standalone ranch logotype, meaning finding a solid typeface that could represent both sides of the business was key to keeping everything consistent.
I landed on ITC Quorum Std. It contained all the necessary western overtones, but more specifically, includes subtly pointed and turned out serifs, along with a stout stature that felt reminiscent of the Brangus cattle raised at the ranch. I created the new primary mark, a secondary badge, stationery, plus a few shipping necessities (stickers and thank you cards). With the identity mostly fleshed out, I moved on to styling the website which came with its own unique challenges. For example, I had never designed or coded a receipt before. I also created some custom illustrations, one of which ended up working great as a t-shirt design. We concluded with a functional e-commerce site that the ranch owners could own, and that effectively told the Pennridge story, repositioning Pennridge Ranch Meats as a competitor for the new go-to source of high-quality beef in Texas.
Credits
Created for Forefront Networks
PRM Website Build by Catherine Sidle
Bonus Materials
November 2022
Hot Shots
Softball Kit
As an unexpected bonus, Pennridge Ranch Meats, armed with their new identity, sponsored a young men’s softball league and asked me to design the uniforms for the Hot-Shots. The team name, and to a certain extent the mark itself, is meant as a wink toward the ranching industry, playing off the popular cattle prod brand name. The final uniform can be seen below.
Scope
Logo Design, Merchandise
