Grainwood Farms is a fictitious organic farm that specializes in whole grain breads. They have decided to expand to the cereal market and in doing so completely rebrand the company. They sell their goods in natural grocery stores but want to get in the major stores that have organic sections. To do so they need an identity that has a more mass appeal and is more marketable for those on the fence with regards to organic foods. They want to get the customer that would normally buy Kellogs cereals but wants to consider buying something organic. Therefore, they do not want something that is too over the top in terms of the organic feel.