Having been around since the early 1970’s, Paradise Mills has mastered the art & science of seed production so pet parents, bird lovers, and nature enthusiasts can focus on their love of birdwatching. Paradise Mills has made it their mission to become the household brand for those who embrace nature and are passionate about giving their birds the very best. Arizona Grain approached us looking to rebrand their legacy bird seed company, Sahuaro Seed, to have a more modern touch in order to better connect with their audience and stand out in the industry. They wanted their rebrand to soar above all other bird seed products and companies on the market. This required that we sit down and have a team discovery session, discuss a new name and dive into a visual identity that hit the brand message home. After extensive brainstorming and collaborating with the Arizona Grain team, we pulled the trigger on the name Paradise Mills. The primary message the team wanted to convey was that of a ‘personal paradise’ - the feeling of nostalgia and being at peace with nature when feeding birds. With this in mind, we chose softer and more serene colors, along with an illustrative style that elicited a more natural tone, and the team at Arizona Grain couldn’t be happier. We took this visual identity and used it to develop a clean new website, labels, menus, and many other brand assets to help Paradise Mills make their mark.