Competition is fierce in the purebred cattle and performance horse markets. When a progressive ranch family came to Demeter for help, we talked about the value of branding. The owners quickly realized the importance of being audience-focused, with a unified voice. A challenge was branding for both horse and cattle audiences, and incorporating the ranch’s existing Northern Plains Performances Horses. In this situation, there is an overall brand, Long Pines Land and Livestock, with two aligned products – cattle and horses.
The first step was developing a Brand Statement, which laid the direction for all brand components. The logo is strikingly simple and a perfect fit. While it has a traditional color scheme, the secondary palette is contemporary and stands out in the market. Key Messages keep the communications focused.