Homecoming Feed
PROJECT TYPE:
Brand Identity Development
Retail Environment Design
Product Packaging
OBJECTIVE
Homecoming Feed began as a concept rooted in a different approach to animal nutrition, formulating feed based on the work an animal performs rather than its breed.
With a clear point of view and a defined budget, the brand needed a full identity system that could communicate its purpose and stand apart in a traditional, crowded market.
We partnered to develop the brand from the ground up, creating the identity, packaging system, print advertising, and point of sale materials. The result is a clean, differentiated brand that positions Homecoming Feed as a modern, sustainable solution for America’s working animals and the people who care for them.
BRAND DIRECTION
The brand direction for Homecoming Feed was built around a balance of performance and restraint. In a category often defined by clutter and overstatement, the goal was to create something clear, confident, and distinctly modern.
The visual language draws from heritage workwear and field driven environments, with a focus on strength, function, and trust. Typography is bold and direct, while the system is grounded in a neutral palette with purposeful use of color to differentiate formulas based on function.
Illustration and iconography are used with intention, bringing a sense of craft and specificity without overwhelming the product. Every element is designed to communicate clarity at a glance while reinforcing the brand’s commitment to working animals.
The result is a visual identity that feels elevated, durable, and built for real world use. A system that stands out on shelf while holding its own across packaging, digital, and retail environments.
BRAND STORY
Homecoming Feed is led by founder Erika Baker, a business visionary with a track record of building thoughtful, purpose driven brands, including her role as co founder of Flex.
With a shared history of bringing brands to life, this project was built on an established creative partnership and a clear level of trust from the start. That foundation allowed the brand to take shape quickly, guided by a strong point of view and a willingness to push beyond category norms.
At its core, Homecoming Feed reflects a forward thinking approach to a traditionally overlooked space, bringing intention, clarity, and care to the people and animals it serves.
OUR ROLE
• Naming Workshop
• Brand Identity
• Brand Guidelines
• Logo Variations
• Brand Elements
• Typography System
• Package Design
