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Brand Creation for a Farmer-driven Food System

Farm Food Drink SPOTLIGHT – South Island FarmHub

Our local food systems are becoming increasingly important with the adjustments the industry has made because of the global pandemic. In order to get farmers’ and food processors’ products to local purchasers, the South Island FarmHub (SIFH) was born.

The hub was created as a result of a feasibility study and business plan that Farm Food Drink Inc. created for the Capital Region Food & Agriculture Initiatives Roundtable (CRFAIR). Partnering with the Victoria Community Food Hub Society, a warehouse was purchased in 2019 to create a farmer-driven distribution centre to get food to the community’s most vulnerable.

With the onset of COVID-19 and the move to more online purchases, SIFH enlisted the Farm Food Drink team to develop a compelling brand and establish a robust online presence to get their message out.

Supporting local farmers and food processors is a key mandate of the Farm Hub, but the initiative is also to help people limit their grocery store trips, shorten the food supply chain, and support Canadian wages. All crucial elements in today’s evolving local farm and food sector. All significant messages to deliver to the community through the SIFH brand messaging.

Farm Food Drink was enthusiastic to help bring the results of the original feasibility study to fruition, and excited to work with South Island FarmHub on such an important food project. Here’s how it rolled out.

SIFH Brand Requirements

This became a brand development and implementation project with an urgent deadline due to all the COVID-19 influences. South Island FarmHub provided Farm Food Drink with criteria to develop a new look for the online and offline marketing materials. They identified their target audience:

  • Farmers (suppliers)
  • Home consumers (buyers)
  • Wholesalers, Schools, Restaurants, etc. (buyers)

Listed the tone and style they wanted to capture with the materials:

  • Earthy
  • Organic

Provided some ideas of their vision for context:

  • Logo – modern, fresh, and fun
  • Website – with eCommerce capability
  • Stickers for delivery boxes – brand continuity
  • Facebook banner – community connection
  • Instagram banner – exposure to younger customers

The biggest project challenge? The push to pivot quickly due to COVID-19.

Farm Food Drink to the Rescue

We recognized the urgency of getting SIFH the exposure it needed to support both its farmers and its customers during the pandemic. With expertise in brand development, our team rolled up its sleeves to come up with something unique, fun and friendly, and in record time.

Our approach to the logo creation was two-fold.

  1. Make it obvious that it’s a Vancouver Island project. The Vancouver Island silhouette and shape is used by many and highly recognizable, so we knew we wanted to differentiate the silhouette.
  2. Bring some playfulness to the look to brighten people’s day and connect with that earthy, organic tone.

That’s how the carrot icon came to be. It’s a distinct visual that draws attention, uses organic/earthy colours, and is a unique representation of the Island.

Those with an eye for detail will notice that the northern area of the carrot is shaded, highlighting the south to draw attention to the geographic area of the FarmHub.

Once the logo was created, the team dove in to develop a website. It’s visually appealing, easy to navigate, and has the required eCommerce component so it is simple to order food online. And, it’s easy for the client to maintain the content. 

The logo and website laid the groundwork for all the other brand elements.

  • Fun stickers were developed to add to the delivery boxes
  • Instagram profile image
  • Facebook cover and profile image

The South Island FarmHub team was thrilled with their new brand identity and marketing assets. And Farm Food Drink is delighted at their ensuing success.

Final Thoughts

Farm Food Drink’s passion is to help BC food industry businesses to grow and thrive. The South Island FarmHub project was an exciting and fun assignment, even if the deadlines were crazy. But, we’re proud of the work we did, and even more gratified to have worked with such an important initiative in the local food arena.

Your brand identity is an important part of your marketing strategy, so that you are recognizable and appealing to your target audience. If it’s time to create or refresh your brand or marketing elements, contact us for a free consultation. 

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