COMPASSION IN WORLD FARMING
CREATING A CATALYST FOR CHANGE
building a movement for fair, humane and sustainable food choices
BRAND IDENTITY / BRAND POSITIONING / BRAND ARCHITECTURE / IMPLEMENTATION STRATEGY / NAMING
Georgians for Pastured Poultry was formed to illuminate the true costs of factory farming and the need to support chickens raised on pasture
The animal-rights organization Compassion in World Farming sought to create a change-making advocacy group to expose the magnitude and horrors of industrial chicken farming. Georgians for Pastured Poultry is made up of Georgia-based farmers, chefs, animal welfare advocates, environmentalists and health professionals. The group stresses pasture-raised chicken as an alternative to the harmful chicken factories that dominate the state's geographical and political landscape.
Georgia raises and slaughters 1,200,000,000 broiler chickens – leading the nation – annually using what is known as the industrial production model . This factory farming model imposes enormous costs to animal welfare, environmental health and workers' rights.
The conceptual focus was on the nature of a chicken and its natural behaviors. Stakeholder feedback suggested focusing less on wings and more on ambulatory movement.
eye a prominent feature,
conveying a sentient being
focus on legs and ambulatory movement; expressing its natural behavior to hunt, scratch and peck
chickens eat grasses, clover,
weeds, seeds and bugs
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"I think you've really nailed it! I LOVE the unique angle. That's the angle we would see her, as guardians, farmers and caretakers."
Leah Garces, USA Director, Compassion for World Farming
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