"The Archer Farms brand identity is predicated on innovative food products. This can be exemplified in the product itself by unique flavor profiles, pretty and user-friendly packaging, convenience foods and kits, better quality ingredients, and premium taste. The breadth of assortment will include a kids line of foods, a decadent/indulgent variation and a 'better for you' category. When designing for Archer Farms, it is important to consider the Market Pantry line of foods. It is comparable to national brands' quality, but at a value price. The identity for Archer Farms brand needs to be perceived as very distinct from this line and superior to Market Pantry. It will be priced higher than Market Pantry yet at a lower price point than other premium brands," said TK.