Visual Identity, Brand Personality, Art Direction, Pattern Design, Photography, Illustration, Animation, Brand Book


CPG Package Design, Marketing Materials, Sales Deck, Web Design + Development

The nation's biggest manufacturer of pecans takes on the family name

As a new generation builds upon a family legacy, San Saba Pecan took on a youthful voice, a fresh look and the family name, Chase Pecan.

Chase Pecan is the leading manufacturer of American grown pecans, bringing the highest quality products and dedicated service to worldwide customers. They asked STAV to help them change their name and refresh their voice without losing their well-recognized and respected reputation.

We began structuring the new brand by taking a deep dive into their audience. Who are we talking to? What do they want? We found that their main targets were buyers who both knew the product, and international targets that needed a bit of education about the world of pecans. We also wanted to target operations managers at large scale products like granola bar brands and start-up executives of similar products. We studied their customer journeys, lifestyles, and similar brand affiliations to find out how to best earn their attention.

We focused on family, legacy, service and education, with a bit of levity in the voice. The logo itself alludes to the farmers that the family knows and loves so much with a font that mimics crop rows. The brand book we created for them includes everything from copywriting to illustration, and their collateral includes everything from sales decks and package design to a full website.