Private Label Identity

Fleet Farm is a farm and home big-box retailer based in the upper midwest. They sell everything from hunting and fishing gear to feed and seed.

They also have a large and varied number of product lines that live under the Fleet Farm name. But the identity and labeling system for these products – which range from candy to house paint – is far from cohesive. We prepared speculative design concepts to help unite all of these product lines within a single iconic brand idea.

We called it Fleet Farm Built.


  • Paul Corrigan, design direction
  • Spencer Branham, associate design director
  • Arthur Cherry, associate design director
  • Jea Reese, designer