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To articulate a market relevant brand positioning for Farm Foods Butchers that honours their family business and creates an engaging brand that connects with Mums planning and buying their weekly shop.
This project commenced with an in depth discovery process including a brand workshop with all key stakeholders. From here the brand blueprint was created - a document that defines the heart of the brand and from which all touchpoints could be assessed to ensure utmost consistency. Once the strategic phase was complete we moved into visualisation - bringing the new positioning to life.
The chosen concept takes inspiration from the idea of the ‘Hero on the dinner plate’. In a fun, engaging and light-hearted way, the sausage is depicted as a superhero going on an adventure to save the day by bringing yum back to the family dinner plate.
The playful and creative illustration style brings the brand to life, adding personality and setting the tone of the brand.
Whilst expressing cues of the brand’s proud heritage, craftsmanship and authenticity – the rural Australian butcher, the overall look is given a modern twist through simple line illustrations and bright pops of colour.
A strong monolithic brand has been created to allow the trust and connection established with Farm Foods Butchers to be transferred regardless of category, product, flavour or price. All of these new brand elements are now being rolled out across every brand touchpoint, including packaging, website, social media and sales and marketing material. Since the re-brand Farm Foods Butchers has increased distribution in national supermarkets and the changes been greatly received by customers and staff.