Muenster Milling Co., founded in 1932, makes high-quality food for animals. The Felderhoff family has been growing the business for four generations. They asked us to redesign packaging for their horse-food line. Before jumping into design, we developed a messaging platform to clarify the positioning for the company as the new generation stepped up to lead. We visited many feed stores across Texas to better understand how to differentiate the Muenster brand and help them stand out on the shelves. We refreshed their logo, developed naming for the line of products and created new packaging designs. The new look and design system can be applied to additional product lines: dog, cat, llama and fish. We also provided designs for a new website.