Building a Brand: Châtel Farms®

Châtel Farms^®

Building a Brand:

Châtel Farms

Building a Brand:

Brand Strategy • Creative Solutions • Industry Consulting • Research + Insights • Brand Development

FPL Food turned to Midan to help define their future and build a brand that would resonate with both B2B and B2C audiences. The team started with strategy sessions to set FPL’s vision for the future.

Brand Relaunch Results Include:

Expanded Distribution: When relaunched, Chatel Farms case-ready beef secured placement in the leading grocery chain in the Southeast.
Optimized Product Strategy: Tiered offerings improved profitability.
D2C Loyalty Growth: The refreshed identity attracted repeat customers who share its values, leading to a sustained D2C presence.

Building on this vision, the decision was made to transform the Châtel Farms name into a fully developed brand. Midan then led a comprehensive process for brand development and execution, which included:

Consumer Research: Two studies to identify target profiles and product expectations.
Brand Strategy: Development of a framework aligned with FPL’s vision.
Naming & Identity: Creation of the Châtel Farms brand and three sub-tiers to optimize assortment and ROI.
Creative Execution: Logo design, packaging concepts, and marketing tools including brochures and handouts for food shows and plant tours.
Digital Support: Webpage design direction and a targeted PPC campaign to build awareness.

Ultimately, the Châtel Farms brand emerged as the cornerstone of FPL’s vertically integrated narrative, embodying authenticity and transparency, values that resonate deeply with its target meat consumers.

LET’S TALK

Ask us how our strategy-driven creative can combine consumer insights, industry experience and imaginative ideas to redefine your brand and boost your business.

More Work