Brown Packing

Telling a New Story for a Historic Brand

Brown Packing

The Need

Brown Packing has been part of the Gaffney community since 1930. When they, like many other manufacturers in the area, experienced a shortage of workers after 2020, they reached out to ALINE to develop and launch a hiring strategy. But as ALINE began our work, it became clear that in order to attract employees, we needed to better tell the Brown Packing story.


The Solution

To be successful in recruiting new employees, Brown Packing needed to highlight what makes them one of the best places to work in Gaffney. They have a compelling story to tell, based in history, promoting community, supporting a strong culture and cultivating a great workplace. ALINE worked to tell this story by taking new photos, helping roll out a new brand, building a new website, creating video testimonials, and running social media and print campaigns. The result was a sharp increase in job applications among qualified candidates.


Box / Cow gif
Box / Cow gif

Website Refresh and Brand Rollout

Brown Packing needed to sell more than beef—they needed folks to understand their history, their role in the community, and the benefits of joining their team. To accomplish these goals, ALINE assisted with a new, fresh brand design that was both modern and appealing, with a nod to history. We then incorporated the logo into a website refresh, producing bright, dynamic and engaging pages designed to appeal to and assist their various audiences.

Yard Sign / Hiring Postcard
Yard Sign / Hiring Postcard
Hat mockup

Custom Photography & Videography

An integral way to tell Brown Packing’s story was to capture dynamic photos and videos of their employees and locations. Taking attractive pictures of the processing of raw beef was a unique challenge, but our photography team rose to the occasion by focusing on the people doing the work – an involved, caring, and talented crew. Showing happy employees at work was a key part of the recruitment strategy, which ALINE launched in video, print and digital campaigns.

Employee holding box

Brown Packing Employee Testimonial Reel

ALINE was born in Spartanburg and is focused on elevating our city’s people and organizations. We're passionate about helping companies and nonprofits authentically tell their stories and reach their goals through turnkey marketing solutions, including web designsearch engine optimization (SEO)logo and brand developmentsocial media strategyprint design and more.

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